The race that all the big tech companies have launched is that of privacy. All companies want to promise their consumers that they offer the greatest possible protection and that they shield their personal data more than anyone else. They all want to be the company that people trust, which leads them to launch new features that position them in this field.
Apple is one of the companies that has made moves on privacy and has become a major headache for marketers. Its blocking of data transfer from apps to third parties unless users themselves explicitly agree to it has left the industry blind, because only a few users consent .
But the same is true of its latest iOS changes and what they mean for email marketing. When Apple announced its changes a few months ago, what they meant for email was a minor issue.
But Apple’s move is not just a curiosity
It poses a serious problem for marketers. Analysts were already warning marketers that Apple and its operating system update could mean leaving email marketing without data .
Systems that used embedded pixels to gather information about the recipient’s behavior with that information were no longer going to be able to collect information. Goodbye to the system that told whether the email had been opened.
The launch has taken hold in the croatia phone number material market and is already blowing up the measurement of results. Saying that Apple has completely ruined email marketing metrics does not seem so exaggerated when you analyse the statistics. And taking into account that more and more emails are opened from mobile phones and that Apple’s iPhone is one of the most popular smartphones, it does not seem unreasonable to think that things could get worse.
Data from half of all emails is at risk
According to eMarketer’s latest figures , just over half of all emails opened worldwide in March were opened on Apple devices with Mail Privacy Protection (MPP) enabled.
The data itself is worrying. It is even 7 reasons not to create a blog more so when you look at the historical data. The progression measured by eMarketer shows that more and more Internet users are using this blocking system. In the most recent measurement, from March, 52.6% of email openings come from devices with this system. In December, it was 40.6% and in October, 14.2%.
Even though the figures may be inflated
The analysis firm points out, because egypt data Apple’s service marks all downloaded emails as opened. This implies that its use has become more popular. It also confirms that measuring the success or failure of email marketing has become much more complicated. As they point out in their analysis, adjusted data has become “more elusive.”
In the rest of the data on what is happening with email. Around the world, email openings are spread across other areas. A third of openings (32.9% of the total) came from webmail services. The rest was split between desktop and mobile services.