{"id":1855,"date":"2022-03-10T06:27:33","date_gmt":"2022-03-10T06:27:33","guid":{"rendered":"https:\/\/lite14.net\/blog\/?p=1855"},"modified":"2022-06-17T04:57:24","modified_gmt":"2022-06-17T04:57:24","slug":"email-open-rates-no-longer-a-reliable-key-metric-after-ios-privacy-update","status":"publish","type":"post","link":"https:\/\/lite14.net\/blog\/2022\/03\/10\/email-open-rates-no-longer-a-reliable-key-metric-after-ios-privacy-update\/","title":{"rendered":"Email Open Rates No Longer a Reliable Key Metric after iOS Privacy Update"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/th.bing.com\/th\/id\/R.898a5a70f7617b2d467284c26920270f?rik=T1wS1VUTxPsLvg&amp;riu=http%3a%2f%2fcdn.rightoninteractive.com%2fwp-content%2fuploads%2f2016%2f12%2femail-open.png&amp;ehk=EvwWhr5%2bBeKJ%2bsA4FcgXdRMlG6gVZ81c8S0v3ES%2bYaQ%3d&amp;risl=&amp;pid=ImgRaw&amp;r=0\" alt=\"See the source image\" \/><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lite14.net\/blog\/2022\/03\/10\/email-open-rates-no-longer-a-reliable-key-metric-after-ios-privacy-update\/#Table_of_Contents\" >Table of Contents<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lite14.net\/blog\/2022\/03\/10\/email-open-rates-no-longer-a-reliable-key-metric-after-ios-privacy-update\/#Changes_That_Impair_the_Reliability_of_Your_Email_Open_Rates\" >Changes That Impair the Reliability of Your Email Open Rates<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lite14.net\/blog\/2022\/03\/10\/email-open-rates-no-longer-a-reliable-key-metric-after-ios-privacy-update\/#How_To_Check_If_Your_iPhone_Mail_Privacy_Protection_Is_On\" >How To Check If Your iPhone Mail Privacy Protection Is On?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lite14.net\/blog\/2022\/03\/10\/email-open-rates-no-longer-a-reliable-key-metric-after-ios-privacy-update\/#So_What_Next_For_Marketers\" >So, What Next For Marketers?<\/a><\/li><\/ul><\/nav><\/div>\n<h4><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span>Table of Contents<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>Changes That Impair the Reliability of Your Email Open Rates<\/li>\n<li>How To Check If Your iPhone Mail Privacy Protection Is On?<\/li>\n<li>So, What Next For Marketers?<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"Changes_That_Impair_the_Reliability_of_Your_Email_Open_Rates\"><\/span>Changes That Impair the Reliability of Your Email Open Rates<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Email marketing was vital during the pandemic because it allowed businesses to reach customers directly through their inboxes. Email marketers heavily rely on key metrics like open rates, clicks, and opt-outs to gauge campaign success.<\/p>\n<p>Apple announced the Mail Privacy Protection Policy (MPP) in iOS 15, another step to improve privacy across Apple&#8217;s product line.<\/p>\n<p>So, what does this mean? Apple Mail users make up roughly 53% of all Apple users, and this update prevents them from sharing open rate data. Previously, when an Apple Mail user opened an email, a tracking signal was sent to Apple. A recipient cannot tell if an email has been opened because the image is cached on an Apple server after it has been sent but not seen by the recipient. The protection feature hides your IP address, preventing the sender from tracking your mail activity.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"How_To_Check_If_Your_iPhone_Mail_Privacy_Protection_Is_On\"><\/span>How To Check If Your iPhone Mail Privacy Protection Is On?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>During the iOS 15 upgrade, a screen notice asks if you want to protect your mail activity. You may have missed this important message because we rarely pay attention to the iOS update and just try to get through all of the prompts to get back to our phones.<\/p>\n<p>Go to Settings &gt; Mail &gt; Mail Privacy Protection to enable it. And chances are, you chose \u201cyes\u201d for mail privacy protection.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"So_What_Next_For_Marketers\"><\/span>So, What Next For Marketers?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>It&#8217;s time to ditch open rates and use clicks, conversions, and opt-outs as your email campaign KPIs.<\/p>\n<p>Future changes in cookie tracking and privacy settings will continue to protect users and make tracking behaviors more difficult. This will force marketers to create better campaigns, mailing lists, and campaign structures to increase engagement.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Table of Contents Changes That Impair the Reliability of Your Email Open Rates How To Check If Your iPhone Mail Privacy Protection Is On? So,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,17,1],"tags":[],"class_list":["post-1855","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-email-marketing","category-tech-how-to"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Open Rates No Longer a Reliable Key Metric after iOS Privacy Update - Lite14 Tools &amp; Blog<\/title>\n<meta name=\"description\" content=\"Email Open Rates No Longer a Reliable Key Metric after iOS Privacy Update\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lite14.net\/blog\/2022\/03\/10\/email-open-rates-no-longer-a-reliable-key-metric-after-ios-privacy-update\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Open Rates No Longer a Reliable Key Metric after iOS Privacy Update - Lite14 Tools &amp; 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