When it comes to roster hygiene, opens have been useful as an indicator of disengagement. That means it may not be great for subscribers either. While Apple's intention is to protect subscribers, it can backfire on people who end up receiving even more spam and non-personalized email because inactivity management and user-based segmentation engagement become more difficult without open data. And people also want personalization: 83% of consumers are willing to share their data to create a more personalized experience. (Accentures) 76% of buyers expect more personalized attention from marketers to develop an intimate relationship with your brand. (Demand Gen Report 2020 Buyer Behavior Study) 80% of customers are more likely to make a purchase from a brand that delivers personalized experiences.
(Epsilon) 6 in 10 marketers say increasing email personalization is a priority. (Litmus 2020 State of Email, Fall Edition) Something good will come of it though? Since Apple can only cache images if the Mail app is running, this is a great signal to marketers like you that these email addresses are valid . So while you will no longer see actual opens, you will see actual subscribers. And this is something you will definitely want to monitor to maintain E-Commerce Photo Editing Service the health of your email list. What about Litmus email analysis? For a few years now, we have known that privacy was becoming more and more important in the market. That's why we've taken steps to anonymize our Litmus Email Analytics offering by blocking personally identifiable information (PII) and removing both IP addresses and geolocation.
We will continue to provide fully anonymized and aggregated information to help you easily understand the impact of Apple's email privacy protection on your audience. Litmus Email Analytics showing the number of trusted email opens vs Apple Mail privacy opens Contact us to find out how to track reliable opens with Litmus. We are always happy to help! What about other email marketing tools? Many ESPs provide filtering for reporting to help their clients exclude MPP opens and use “actual opens” as a more accurate measure of overall email engagement. Real-time personalization tools offer alternatives to contextual personalization by encouraging zero-party and first-party data to personalize content as well as providing generic fallbacks for your Apple Mail audience.