The long-used cornerstone for measuring email success – the open rate – could be in danger as a result of Apple’s changes associated with iOS 15. Their new Mail Privacy Protection, which most Apple Mail users are expected to opt into, essentially means that senders will no longer be able to accurately measure open rates, see information about opens by individual subscribers, or use a subscriber’s IP address to understand their location or generate dynamically-loaded content.
“For the longest time, we’ve encouraged email marketers to segment traffic based on engagement… now the open rate will not be a useful metric for things like reputation management or segmentation,” says Kate Nowrouzi, VP of Deliverability at Pathwire.
