What can email marketers do about Mail Privacy Protection?
Posted: Tue Feb 18, 2025 4:05 am
Here are some best practices to help you respond to this change.
Because there are indeed a number of measures you can take to adapt your email strategy.
1. Ask yourself what you really need to measure and what is the impact on your business
As you read this article, you may have panicked. But do you know how many of your recipients are using Apple Mail?
Take a look at your statistics, and you might discover that Apple Mail users are just a small portion of your contacts.
Furthermore, there is no reason to think that an Internet user using Apple ivory coast phone number list has a totally different engagement than an Android user.
If, for example, you run an A/B test to determine the effectiveness of a subject line (by measuring opens among your non-Apple-using contacts), it's a safe bet that the winning subject line will be just as effective for Apple users.
2. Pivot to a click-through rate-based strategy
This is possibly the best advice we can give you today.
Apple's email privacy feature may be just the beginning, and others, such as Google, will soon implement similar protections.
So, to continue to effectively measure your email campaigns, all you have to do is focus on analyzing click rates .
While click-through rate provides less insight into your contacts’ primary interest (e.g., what topic prompted them to open the email), it’s still the ultimate measure of your content’s quality. What’s the point of pushing recipients to open your emails if they’re not interested in the content they find there?
So, consider redesigning your automated scenarios so that events previously triggered by an open are now triggered by a click . More generally, focus your KPIs and analytics on optimizing click-through rate rather than open rate.
Either way, there's no point in worrying; as always, email marketing experts know how to adapt to challenges.
Because there are indeed a number of measures you can take to adapt your email strategy.
1. Ask yourself what you really need to measure and what is the impact on your business
As you read this article, you may have panicked. But do you know how many of your recipients are using Apple Mail?
Take a look at your statistics, and you might discover that Apple Mail users are just a small portion of your contacts.
Furthermore, there is no reason to think that an Internet user using Apple ivory coast phone number list has a totally different engagement than an Android user.
If, for example, you run an A/B test to determine the effectiveness of a subject line (by measuring opens among your non-Apple-using contacts), it's a safe bet that the winning subject line will be just as effective for Apple users.
2. Pivot to a click-through rate-based strategy
This is possibly the best advice we can give you today.
Apple's email privacy feature may be just the beginning, and others, such as Google, will soon implement similar protections.
So, to continue to effectively measure your email campaigns, all you have to do is focus on analyzing click rates .
While click-through rate provides less insight into your contacts’ primary interest (e.g., what topic prompted them to open the email), it’s still the ultimate measure of your content’s quality. What’s the point of pushing recipients to open your emails if they’re not interested in the content they find there?
So, consider redesigning your automated scenarios so that events previously triggered by an open are now triggered by a click . More generally, focus your KPIs and analytics on optimizing click-through rate rather than open rate.
Either way, there's no point in worrying; as always, email marketing experts know how to adapt to challenges.