As email marketers, one of the key metrics we use to determine if our audience is actually reading our content is the open rate.

A phone app receives marketing emails after updating to ios 15

Tracking email opens allows us to determine whether our subject lines are resonating with our audience. If we can’t get them to open an email, we can’t get them to click and move further along the buyer’s journey.

With the rollout of Apple iOS 15’s new privacy protection features, our open rates are in jeopardy. But is that a bad thing?

Let’s start with some information about how this new feature will work.

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How Apple’s Email Privacy Protection Feature Works

After updating an iOS device to iOS 15, upon opening the Apple Mail app you will see a popup asking whether you’d like to “Protect Mail activity.”

If you select the “Protect Mail activity” option, Apple will first route your emails through a proxy server to pre-load message content, including tracking pixels, before it makes it to your inbox.

What does that mean for you?

According to Apple, “Mail Privacy Protection hides your IP address, so senders can’t link it to your other online activity or determine your location. And it prevents senders from seeing if and when you’ve opened their email.”

What does this mean for email marketers?

Mail privacy protection affects any email opened from the Apple Mail app on any device, no matter which email service is used such as Gmail or a work address. However, this will not affect other email apps used on Apple devices like the Gmail app on an iPhone for example.

If you’re an email marketer, you might still be wondering how this change will impact your strategy. To help, we decided to highlight the steps our email team is taking to adjust our strategy and process around these email privacy protection features.

Here are a few of the steps we’re taking and we encourage you to join us

How HubSpot Email Marketers Are Responding to iOS 15

1. Take stock of current processes.

Before Apple’s iOS 15 changes went live, we audited all of our…

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