{"id":46863,"date":"2021-11-04T16:28:19","date_gmt":"2021-11-04T16:28:19","guid":{"rendered":"https:\/\/tm-enterprise.local\/?p=46762"},"modified":"2021-11-04T16:28:19","modified_gmt":"2021-11-04T16:28:19","slug":"apples-latest-privacy-updates-may-impact-your-email-marketing-heres-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/business.ticketmaster.fr\/en\/apples-latest-privacy-updates-may-impact-your-email-marketing-heres-what-you-need-to-know\/","title":{"rendered":"Apple&#8217;s Latest Privacy Updates May Impact Your Email Marketing. Here&#8217;s What You Need To Know."},"content":{"rendered":"<p><span style=\"font-weight: 400\">Following the release of App Tracking Transparency earlier this year, Apple continues to advocate consumer privacy with a new set of features collectively known as <\/span><b>Mail Privacy Protection<\/b><span style=\"font-weight: 400\"> (MPP).<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><b>What is MPP?<\/b><\/p>\n<p><span style=\"font-weight: 400\">According to <\/span><a href=\"https:\/\/www.apple.com\/newsroom\/2021\/06\/apple-advances-its-privacy-leadership-with-ios-15-ipados-15-macos-monterey-and-watchos-8\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Apple<\/span><\/a><span style=\"font-weight: 400\">, MPP \u201chelps users prevent senders from knowing when they open an email. It also \u201cmasks their IP address so it can\u2019t be linked to other online activity or used to determine their location.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">Another feature, known as <\/span><b>Hide My Email<\/b><span style=\"font-weight: 400\">, \u201clets users share\u00a0 unique, random email addresses&#8230;anytime they wish to keep their personal email address private&#8230;[giving] users control of who is able to contact them.\u201d<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">As a leader in consumer privacy, Apple\u2019s latest updates will likely inspire similar changes within the advertising and technology industries. Because of this, digital marketers must be fully\u00a0 prepared to respond to a rapidly changing landscape.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Keep reading for more information on how this release may impact your email marketing\u00a0 strategy and reporting as well as steps you can take to mitigate impact. <\/span><a href=\"https:\/\/www.litmus.com\/blog\/apple-mail-privacy-protection-for-marketers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Check out the Litmus Blog<\/span><\/a><span style=\"font-weight: 400\"> for even more information on what this release means for you and recommendations on next steps.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>How will this impact my email marketing strategy?<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">List size may be artificially inflated due to \u2018fake\u2019 email addresses being generated to make purchases, etc.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Audience segmentation should no longer be based on open-behaviors (e.g. reminder email sent to openers\/non-openers of onsale email).<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">All testing, including subject line, from name and time of send testing, should now only be carried out based on clicks.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Purchase targeting may be less accurate if fans generate and delete emails each time they make a purchase.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">AI tools using opens to select optimized subject lines\/copy will be impacted.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Send time optimization tools will become less reliable.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Personalized content based on location powered by IP address will not be reliable (e.g. local weather, nearest location, etc.).<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>What is the impact on email metrics and reporting?<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">CRM reporting across the industry uses image downloads at the time of email open to track metrics including opens, open rate and time of open. With the release of MPP, images will be auto-downloaded at time of delivery, which will lead to significant over-reporting in email opens.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Location tracking software (Email on Acid, Litmus, etc.) will see inaccurate location-based data due to the wider ranges in IP address reports.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Several email features within Email Service Providers could be negatively impacted:<\/span>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Open-based queries<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Automations<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Reports<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Send time optimization<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Desktop vs. mobile view<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>How should I shift my email marketing strategy?<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Adjust metrics to clicks, conversions and\/or inbox placement data to evaluate and measure email campaign performance.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Emails should always be designed for both mobile and desktop.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Other channels such as Push Notifications, SMS or Browser Pop-Ups have not been affected. Consider adopting a multi-channel strategy to supplement your email marketing.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><i><span style=\"font-weight: 400\">Do you have questions? For more information, please contact your Ticketmaster representative.\u00a0<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Following the release of App Tracking Transparency earlier this year, Apple continues to advocate consumer privacy with a new set of features collectively known as Mail Privacy Protection (MPP). &nbsp; What is MPP? According to Apple, MPP \u201chelps users prevent senders from knowing when they open an email. It also \u201cmasks their IP address so [&hellip;]<\/p>\n","protected":false},"author":42,"featured_media":46873,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"52747,51141,47674,53684,51713,51563","_relevanssi_noindex_reason":"","footnotes":""},"admin-category":[],"content-type":[417],"solution":[],"segment":[],"venue":[],"topic":[],"class_list":["post-46863","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-always-on-support","category-better-results","category-business-solutions","category-future-focused","category-product-solutions","content-type-guide"],"acf":[],"_links":{"self":[{"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/posts\/46863","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/comments?post=46863"}],"version-history":[{"count":0,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/posts\/46863\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/media\/46873"}],"wp:attachment":[{"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/media?parent=46863"}],"wp:term":[{"taxonomy":"admin-category","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/admin-category?post=46863"},{"taxonomy":"content-type","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/content-type?post=46863"},{"taxonomy":"solution","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/solution?post=46863"},{"taxonomy":"segment","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/segment?post=46863"},{"taxonomy":"venue","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/venue?post=46863"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/topic?post=46863"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}