Brought to you by the FCB Health CRM Engagement Planning team
“Privacy has been central to our work at Apple from the very beginning,” said Craig Federighi, Apple’s senior vice president of Software Engineering. “Every year, we push ourselves to develop new technology to help users take more control of their data and make informed decisions about whom they share it with. This year’s updates include innovative features that give users deeper insights and more granular control than ever before.”
(Apple Press Release, June 7, 2021)
There has been much concern over Apple’s iOS15 updates that will go live in fall of 2021. Email marketers are concerned about the value of open rates in their measurement plans and the overall quality of the data that supports their programs.
So, let’s break this down to figure out what the impact of this update will be to you and what we can do about it.
Apple will be rolling out 3 data privacy features between September and November 2021 that will:
*Source: Apple Privacy
** Litmus testing showed that subscribers must be connected to a wireless network with the Mail app running in the background for this to happen.
Like Apple’s App Tracking Transparency tool, Mail Privacy Protection will require users to make a choice, not added by default.
Top 10 email clients (per Google in 2021)
About 28% of all mobile email opens happen on iPhones, and an additional 9% come from Apple’s iPad.
While we follow the top CRM platform companies to see how they will enhance their platforms to accommodate this change in reporting, we’ve come up with some solutions…