Definitely, Apple's announcement at the last Worldwide Developers Conference caused quite a stir in the world of email marketing. In fact, its new Mail Privacy Protection feature, among other things, should make the open tracking pixel unnecessary. To understand the real consequences of this choice, let's shed some light on the matter. Article last updated: November E-Commerce Photo Editing Service 4 Premise: The purpose of One Mail Privacy Protection is to prevent the behavior of Apple Mail users from being tracked. Therefore, at this time, it is impossible to distinguish Apple users who have enabled Mail Privacy Protection from those who have not. This means that the data reported below is not entirely certain and accurate. Update following the release of macOS Monterey We are constantly monitoring any impact on Mail privacy protection, especially after major updates like the release of macOS Monterey.
This produced an "unreal" open peak of 16% among MailUp customers and 41% among Apple users (regardless of email client and operating system). These percentages are certainly up from those recorded after the first week of the release of iOS15. Our deliverability consultancy actively supports a MailUp client whose database has one of the highest shares of Apple users. Looking at its Open Trends, we saw an increase in both unique open rates across E-Commerce Photo Editing Service Apple domains (Chart 1) and unique open rates across all email providers (Chart 2). Opening trends on Apple domains Open trends on each email provider Engagement trends (Chart 3) also show a slight increase in clusters of active and highly active users versus inactive users, while the client did not make significant changes to the target audience.
We have been monitoring the possible impact of Apple's Mail Privacy Protection by performing various analyzes to understand the extent of this change on data tracking activities. The daily and overall mailing volumes of MailUp customers served as our benchmark E-Commerce Photo Editing Service . Considering that Apple users make up around 25 - 30 % of MailUp 's daily customer base, here are the salient data we've identified: out of the total number of MailUp customers , the rate of "not real" opens, i.e. likely to be conditioned by Mail's privacy protection, is around 6% out of total Apple users (regardless of email client and operating system), the rate rises to around 25% To better understand the impact of the new Apple restrictions,