Apple rattled the email world with their announcement of new Mail Privacy Protections coming soon. They said, “[It] stops senders from using invisible pixels to collect information about the user. [It prevents] senders from knowing when they open an email, and masks their IP address so it can’t be linked to other online activity or used to determine their location.”
Essentially, opens are going away for, by our estimates, 40% of the email population. Like it or not, this change will have a big impact. Some proclaim this means the end of vanity metrics. But, there is more to an open than just the metric. A lot of innovation is powered via the pixel, and it tells us information like subscriber devices, location, and more. Without tracking pixels, we’ll have to adjust to less information higher up in the email conversion funnel.
In this panel webinar, we share results of some testing we’ve conducted within the iOS 15 environment and discuss what we think these changes mean for the email industry. Check out this Q&A with industry experts as we all figure out where we might go from here.