Apple Mail Privacy Protection and User.com
An explanation of how AMPP works and ways to minimize its impact on activities in the area of marketing automation.
Apple in the next major updates for its operating systems (macOS Monterey and iOS 15) launches a feature called Apple Mail Privacy Protection. It introduces some changes that are of concern to anyone who actively uses email marketing. These changes apply not only to the User.com platform but to all email marketing providers.
What is Apple Mail Privacy Protection and how does it work?
Apple Mail Privacy Protection (AMPP) prevents senders from using invisible tracking pixels in their mail to collect user information. AMPP helps users prevent the senders from being informed when an email has been opened and masks their IP address so that it cannot be linked to other online activity or used to determine their location.
Simply put, AMPP will prevent us from doing the following:
1. Checking the opening of e-mails (we will not know if the e-mail has been opened or not - all e-mails sent to Apple Mail will be displayed as open)
2. We will not know the user's location when opening the email (we will not know the IP address just by opening the email)
3. We will not know what device and email client the person opening the email uses
What can you do to determine what impact this change will have and how to minimize its impact on your marketing automation activities?
The first step is to check how many contacts in your database are using Apple Mail - this will give you a picture of how many users will be affected by the change made by Apple. You must be aware that the e-mails sent to these users will have an open status, regardless of whether the user actually opens them.
Then think about the automation paths - maybe for some of them the actions to open an email will not be optimal anymore. The same may be true for segments and other elements that rely on email openings.
It can also be a good practice to closely monitor other metrics than openings, such as clicks or specific events important for your business.
How User.com can help you?
Our IT team constantly monitors the activities of Apple's AMPP update and we try to find the best solution that will help all our customers.
At the moment, we also want to propose the use of other modules such as forms, pop-ups, chat widget and landing pages to generate leads and help your clients stay in touch with you.