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OFF-TOPIC Apple's new privacy feature targets emails

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MattL

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Woke up to see a number of people panicking on Twitter.

More than usually, that is.

Apparently, it has something to do with Apple's new privacy features.

Condensed into a couple of sentences:
  • Apple announced a new privacy feature that targets emails
  • The new feature helps users prevent senders from knowing when they open an email (can't track open rates!)
  • Right now, Apple holds 58 % of the email client marketing share. Meaning you'll only see 42 % of your list's open rates.
Why does this matter?

Because to maintain high deliverability (AKA emails not landing in spam) you need to regularly clean or segment your email lists.

People who haven't opened in a while are moved to a more inactive segment (or a re-engagement campaign) or just deleted from the list. This is an important part of any email marketing team's procedures.

But. To do this, you need to know the open rates. And that's what Apple's new feature will block.

See the problem here?

Here's a great article that explains it better than I ever could:
How Apple’s email privacy protection hurts creators

The reason I'm posting this on the forum is that there are many big-picture thinkers here, who are great at reading between the lines.

And while this is interesting news in itself, I wonder what makes Apple do this, and what the overarching goal is.

Curious to hear your thoughts, if you're reading this.
 

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theag

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Open tracking will still be possible. Just like it is in Gmail. There will just be a proxy in between and you will get less data.

They are doing this in preparation for more rent seeking ("Pay 30% of your revenue if you want to reach any Apple user"). Probably trying to apply this not only to the App store but also to emails and normal websites.

The privacy thing is a (smart) marketing strategy. Apple doesn't give a shit about your privacy (see their policies in China) and will sell your data to anyone and their mom for 30%.

Overall it will hurt user experience when interacting with anything outside the Apple universe. Nothing we can do about it. That ship has sailed a long time ago. Just like with Google, FB, Amazon.
 
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theag

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Open tracking will still be possible. Just like it is in Gmail. There will just be a proxy in between and you will get less data.
Or not :rofl: Seems like the default option will be to load all remote content, so it will show as 100% open rate, which is of course useless.
 

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