Knowledge of Apple's Mail Privacy Protection is essential to implement Email Marketing actions. Here we explain what you need to know to work with criteria.
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Apple's Mail Privacy Protection, definition and relationship with Email Marketing
1. Less information available about the location (even if you have authorization)
2. The company has a harder time performing A/B tests to check interest
3. The lack of data prevents better segmenting the audience by usage habits
Apple's Mail Privacy Protection, definition and relationship with Email Marketing
The use of a free email marketing tool is very useful, but you always have to limit it to the privacy policies. Knowing Apple's Mail Privacy Protection is crucial to avoid problems.
First of all, you should know that this privacy protection policy only applies communication email list to Apple's email manager. On the other hand, it should be noted that it has certain differences with respect to the one applied by Gmail or Hotmail applications, for example. This means, in practice, that the impact will be limited to some users.
The main issue to consider in the upcoming version 15 of iOS, which will be released in October, is that the recipient's IP will be masked. Version 14 of last year already allowed the user to limit the data they shared with companies and 14.5 already required prior permission.
What is the reason? Companies sometimes use tracking pixels to extract information about location and preferences. This data may have been obtained lawfully if it was requested beforehand, but it did create a legal loophole in some cases.
This, in practice, will mean a lower flow of information for companies that work with the data. The practical problems are the following:
1. Less information available about the location (even if you have the authorization)
One of the problems of masking the IP is that the company that sends the email will have less location data to analyze and apply in its metrics. And be careful, this happens, regardless, even if you have the consent to obtain this information. Consequently, and from the start, you have an added problem to carry out email marketing actions adjusted to the preferences of your client.
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Location, in many occasions, is key, because it allows you to adapt offers to the idiosyncrasy of the place. Although this information has to be recurrent for it to be significant, it is not lost on anyone that it is of great importance. Limiting this data, therefore, means an added difficulty.
2. The company has a harder time carrying out A/B tests to check interest
A/B tests are common in mass mailings because they allow you to know which ones work best. When the recipient's IP is encrypted, it can be more difficult to know whether or not the email has been opened. And this, obviously, introduces a greater factor of uncertainty in companies; in the end, knowing whether or not the email is opened and when it is opened will reduce the chances of making mistakes.
One of the most complicated situations for a company is to work blindly. It is clear that, depending on how this encryption is developed, it would be difficult to know, for example, when the user has opened the email.
3. The lack of data prevents better segmentation of the audience by usage habits
Encryption also prevents segmentation by usage habits and preferences. This, in practice, makes it difficult for us to offer a personalized product or service tailored to the interests of the recipient. Therefore, it is necessary to rely on generalities or on the behavior of people who use other email managers. Consequently, it is good for you to know that this limitation can generate questions to take into account.
It should be noted that, in some cases, the person sending the email obtains information about the recipient's browsing locations while the recipient opens the email. This can be used to adjust preferences, but it sometimes creates problems.
Apple's Mail Privacy Protection policy, which will be implemented in October, raises new questions for companies. In any case, having an email marketing solution is essential to work with a greater margin of efficiency.
