As you may know, last June Apple announced the features of the new iOS 15, including its privacy policy. This new policy includes Email Privacy Protection, which is very important for user privacy. However, these changes may affect your email marketing strategies and results.
But don’t panic! In this post, we’ll explain the key things you should keep in mind from now on if you want the new iOS 15 to not harm your email marketing results in HubSpot.
What are the changes in iOS 15?
Apple’s new mobile operating system (iOS 15) was released on September 20th and will be rolled out to all devices in the coming months. This new system includes several privacy-related changes:
- Email Privacy Protection (free option): Prevents senders from seeing if and when the recipient opens an email in Apple Mail. It also hides your IP address, so your recipient’s location can’t be determined.
- iCloud+ (paid option): An iCloud db to data subscription with these additional privacy features allows Safari users to hide their browsing history. They can also see which websites they’re sending information to.
- Hide My Email (within iCloud+): This feature hides a user’s email address. With it, Apple users can provide websites with a “fake” email address to avoid sharing personal information with a company.
These changes affect all email service providers that send emails to Apple Mail users.
It’s true that paid features might not have a huge what is benchmarking? 8 free tools to try impact on your email marketing efforts, as users are required to pay for these services. However, the free Email Privacy Protection option has caused quite a stir within the marketing community.
- Inflated email open rates: Because Apple opens emails on behalf of users who opt in using tracking pixels on their behalf.
- Inflated data sets: This is because a person’s cell phone data activity can be spread across multiple contact records. The “Hide My Email” option allows users to operate with fake and random email addresses, which runs the risk of one person’s activity being read as that of a group.
- Less effective tactics that rely on IP: Since you can’t know a contact’s IP address, you won’t be able to schedule your emails for a relevant time, for example.
