Email advertising has grown, using hidden tracking methods. The tiny pictures in emails let senders watch what people do in secret. They collected lots of details, such as if emails were opened, where people were, and more information, which helped advertisers a lot. How many people opened emails and where they were was known from these tracking methods. Complex tracking could even connect email use to internet use, figuring out what someone does online.
But these ways of tracking caused worries about privacy because people didn’t agree to it. People did not know they were being watched, which made people question how right it was to take data without saying. Marketers could make complete user profiles without them knowing.
Apple’s Mail Privacy Protection
Apple’s new privacy system wants to change how private emails are. It stops anyone from seeing what you do with your emails, even Apple. Apple wants to keep user privacy, so they made a system that really deals with the privacy problems in email tracking from before.
They want to stop secret email tracking. Made to protect privacy, the new system keeps senders, including Apple, from knowing what you do with your emails. But how does it work?
The new system gets content like tracking pixels in the back without caring if the email is opened. It downloads everything just once when Apple first gets the email. This one download makes sure no more requests give away more interaction. For extra safety, the new system has two steps.
The first step is to know where you are but not what’s in your emails. The other way around, the second step is to know what’s in your emails but hide where you are. This division stops one group from knowing the user fully and cuts the link between your actions and who you are.
How does MPP do its job?
Downloading in the background is a blessing. A key part of MPP is it downloads email stuff, like tracking dots, without your help. When your Apple device gets an email, it gets the stuff right away. This means it does not matter if you actually open the email for the trackers to work.
Download once only. Apple makes sure that emails only download their remote stuff one time. This is the same if you open an email many times. With this one-time download, your emails stay private and hard to follow over time.
It has two steps for privacy. MPP uses two steps to keep your privacy when sending information. The first step looks at your IP address but does not see the email stuff. The second step is to see the email stuff but not your IP address. This keeps one group from putting together who you are based on your email actions. Your emails go through two steps, making you more anonymous.
The limits of MPP protection
Even with its new ways, MPP can’t stop all ways of tracking. Senders can still see if you click links to know what parts of an email interest you. They can track you with special links, too. Also, MPP can’t stop them from seeing if an email was delivered or had problems getting there. With these gaps in MPP, it is very likely other email services will make similar things to keep user privacy better.
Link tracking is another problem. MPP changes how dot tracking works, but it cannot stop link tracking in emails. Senders still see which links you click and track responses.
Unique links can block progress. When you use personalized links, MPP protection stops. Marketers get data from individual link clicks. They learn from your clicks.
Marketers can still know if an email got to you or not. MPP does not stop tracking delivered or bounced emails.
Email privacy changes are coming. MPP might make other email companies do the same. Email marketing will need to put user privacy first. Marketers have to change.
Platforms compatible with MPP
Apple Mail works with MPP on iOS 15 or newer. It works on iPhones, iPads, and other Apple things. If many people you email use Apple, MPP changes a lot. If they do not use Apple much, the change may not be big now. But privacy will become more important.
Apple Mail on iOS 15 or newer has MPP. All Apple devices have this. If your people mostly use Apple, MPP will change how you email them. If they use different things, you might not need to change much now. Yet, it is good to get ready for more privacy.
Alternative strategies for email marketers
Email marketers are now looking more at clicks. Marketers need to measure user click rates now. They must watch click rates to learn about engagement. They also have to make users want to click. They should use interesting content, strong CTAs, and special offers to do this.
It is important to update your sunset policy now. You should use better measures like click rates and conversion rates instead of open rates. It is a good idea not to count open rates from iCloud. You should know what email service your audience uses. This change will give better data and improve your marketing.
You must give users good reasons to click. Use exciting subject lines and clear CTAs. You can offer special deals or useful content to get more clicks. Clicks are very important now, especially for Apple users.
You should make CTAs personal. Make your emails push for action, not just give information. Many companies make people click links for more. This helps get traffic and confirms email use. This helps with engagement and gives good user data.
You need to use special tracking links for each person. This is better than old open rates. It gives clear details on how people interact. Personal links help you see how well you engage each person. With the changes by MPP, tracking each click is key for good email marketing.
Conclusion
Email privacy is changing fast. Marketers must change their ways to stay good at their jobs. Apple’s new Mail Privacy Protection is making user privacy important. If other email services do the same, email marketing will change a lot. Marketers have to see these changes as chances to get better and to come up with new ideas. The time when we depended a lot on how many people opened emails and secret tracking is ending. Adapting is something we must do.
Email marketers should now use different ways to see if people are interested in keeping privacy safe. They should pay attention to how many people click and content that is special for each person. They should not look at how many people open the emails. Instead, they should see if their calls to action work and if their emails are interesting. These ways will give a better and more accurate way to see how users act.
To understand users better, use powerful tools to look at clicks. Group your audience based on what you learn to give them content that fits them better. As thoughts on privacy change, marketing that is for each person will be very important. You can send each person a special link to see what they do without making their privacy less. This way, your email marketing can still work well and be polite.
Change makes room for new ideas. Email marketers should think of these new privacy rules as a chance for new plans. If you focus on using data the right way and really getting people involved, you can do well as things change.