Apple Is Blocking The Tracking Of Email Openings
With the new feature, sent emails are first routed to the proxy server at Apple. This stores all media files of the e-mail. This also includes the invisible pixel that stores the openings of an e-mail.
As a result, since Apple opens the emails before the recipient, the email is also indicated as opened. The open rate is thus permanently at 100% among Apple users. That clicks great at first, but it's not. Because the actual opening by the recipient can no longer be counted.
And this has consequences for email marketing due to falsified KPIs.
Which Functions Are Affected?
A/B Testing: Testing different subject lines for open rate is limited
Email automation: The opening is a popular trigger. If emails are opened without the recipients, automation campaigns are played out incorrectly
Personalization: Location-specific content is displayed incorrectly
Email lists: Cleaning up inactive users using open rate is limited
Which Recipients Are Affected?
Affected are Apple users who have installed the iOS 15 update and use the Apple Mail app and have activated Mail Privacy Protection. Subscribers who read their newsletters with Gmail, Outlook & Co. (regardless of their device) are not affected. Tracking remains unchanged for them.
With JUNE It's (Much) Easier
You use JUNE for your online marketing activities? Then we can reassure you. With JUNE, you don't have to worry about falsified KPIs and faulty content. Tracking of all KPIs (including open rate) will still be there. Despite the iOS 15 update, you can still track the opens of your Apple Mail users with JUNE. The location of your users also remains visible. Most of your dynamic content continues to work. So you can create, run and analyze your campaigns as before.
These functions are still possible with JUNE:
- Tracking of all KPIs (including open rate)
- Location information
- Forms / Opt-in
- Appointment booking