Marketers will no longer be able to track customer open rates, but there is an opportunity to focus in other areas such as click rates and conversions. If the user has their mail going to the Mail App on iOS 15, iPadOS 15 or MacOS Monterey operating systems, Apple will pre-fetch those emails causing an open to be tracked even though it wasnt a user open.Īccording to SparkPosts 2021 Benchmark Report, around 38.1% of opens came from one of the Apple Mail App clients with 25.7% on iPhone, 9.6% on desktop and 2.8% on iPad. The mail service doesnt make a difference here as long as the user is reading it on an iOS 15 device. What if the user doesnt use Apple Mail and uses Gmail or another mail service? Since Apple will pre-fetch all images, this will report ALL emails opened in Apple Mail clients with MPP enabled as opened. They will pre-load tracking pixels so regardless of whether emails have been opened, anyone using iOS 15 will report false opens.Īny open pixels will be blocked. What happens once a customer selects Protect mail activity ?Īpple works by pre-fetching images in an email through a proxy server. Customers have the choice to select either option - neither is selected by default but once they choose to protect their mail privacy is when Apple will sync the changes with any apple device using that Apple ID.
Track minbox email upgrade#
How can customers choose if they want to turn MPP on?Īpple users will get the option to select if they do or dont want to protect their mail privacy protection once they upgrade to iOS 15. This means that as iOS 15 adoption increases and with the 97% adoption rate of MPP, we wont be able to accurately track opens on nearly half of all email opens. In November, SparkPost found that just under 25% of customers were using iOS 15, which meant just under a quarter of emails were being affected and this is likely to continue to grow.
Track minbox email update#
We are seeing high adoption rates (around 97%) of customers upgrading iOS 15 and as more users are nudged by Apple to update their phone, or users upgrade their phones we are likely to see a continued increase. MPP is available for all users using the below devices: The update hides a customers IP address, so senders cant track if you open an email, where you open an email or link it to any other online activity. MPP is a new privacy update, created by Apple for all Apple Mail iOS 15 users. iOS 15 officially went live on 20th September, 2021. The MPP announcement was made in June and shortly after we began to see iOS 15 beta activity in users testing. We acknowledge there are a lot of concerns around this new update and have created a centralised place to answer all your questions. The new update has raised a lot of questions around how it will impact email marketing going forward - what this means for subscribers, the limitations of this new update for tracking and more. And it prevents senders from seeing if and when youve opened their email.
Mail Privacy Protection hides your IP address, so senders cant link it to your other online activity or determine your location. In September 2021, Apple launched its new Mail Privacy Protection (MPP) service which is now available for all users on iOS 15 Apple Mail devices. And what will this mean for email marketing? Let's break down your iOS 15 concerns.
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