Changes to Mail app on iOS 15 and iPadOS 15 devices
In last month’s report I highlighted some major changes that were coming from Apple on Mail Privacy Protection (MPP).
As of September 20, 2021, MPP is available for the Mail app on iOS 15 and iPadOS 15 devices. It is not currently available for Macbooks—but will be when macOS Monterey launches later this year (the exact date hasn’t been announced yet).
For marketeers I would strongly recommend that if you do not know about this (we know from conversations last week that some do not) that you use this prompt to appraise yourself, particularly in regard to the impact it will have open rates from Apple mail users as above.
According to Litmus research Apple iPhone (iOS Mail), Apple Mail (macOS Mail), and Apple iPad (iPadOS Mail) with over 46% of combined email opens in 2020. Their share of email opens has since grown to 49.8% at the end of August this year. Litmus reckon that if your audience makeup is skewed toward Apple Mail users, your open rate will be over-inflated as more and more people upgrade to the latest OS versions and activate Mail Privacy Protection.
This is so important that I would recommend a re-read of that section, it explains what we have done to reflect the change and do read the Litmus report too.
As a footnote, you may wish to speak with other digital support partners about what they have done too?