Mail Privacy Protection

Recently, Apple introduced a new privacy protection feature to its Mail app.

The new feature helps users prevent senders from knowing when they open an email, and masks their IP address so it can’t be linked to other online activity or used to determine their location.

Interesting to see how it will affect email marketing. Before, marketers understood well that a considerable number of email clients blocked downloading pixels, and open rates shown were usually lower. But Apple is making it trickier as now when Mail Privacy Protection is enabled, the Apple’s Mail client will download the entire content of the email, including tracking pixels through several proxy servers.

I’m not sure here how exactly it will work as a result, but may assume that marketers either will not see numbers of email opened, or will receive a 100% open rate in those cases where a user decides to activate this protection.

 29   2021