How the recent Apple iOS15 update will affect advertisers
By: Hannah DeRoche
With Apple’s latest update comes increased protection for users – this time with a focus on email and increased visibility into tracking.
With Apple’s most recent launch of new products, the latest and greatest iOS system is also here. For marketers, the initial increase of privacy for users within apps has now been extended to Apple Mail and Safari. With new tools, both basic and premium, users now can choose what data to share with marketers and even what email they’d like to show them.
| Mail Protection | iCloud Private Relay | Keeping Tabs on App Privacy | ||
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What it is: |
Enhanced email blockers that allow users to determine what type of information they are sharing with marketers, blocking their ability to monitor how emails are engaged with and using random email addresses that are forwarded to the user’s actual email address |
A new feature for all actions taken on a Safari browser across Apple devices that essentially makes it impossible for marketers to track information like IP Address, geographical location and what exactly users are doing on their browsers |
A new report within the Apple iOS, similar to storage settings, that highlights what apps have been utilizing on your phone – such as your location, photos, camera access and more |
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What it means for marketers: |
Anticipate declines in email metrics across the board: open rates, CTRs, CTORs, as well as an inability to create heatmaps of where users clicked in popular CRM tools |
Less granular details about where our audiences are coming from (think a lot more [not set] variables within Google analytics), an inability to create behavior-based targeting lists or geographical lists Note: this will be automatically turned on – unlike prior app tracking, this will be the default unless changed |
This update piggybacks on iOS14’s initial app controls but allows for a one-stop-shop to take a look at all of your apps simultaneously and retroactively change your initial decision-making |
Mail Protection
What it is: enhanced email blockers that allow users to determine what type of information they are sharing with marketers, blocking their ability to monitor how emails are engaged with and using random email addresses that are forwarded to the user’s actual email address
What it means for marketers: anticipate declines in email metrics across the board: open rates, CTRs, CTORs, as well as an inability to create heatmaps of where users clicked in popular CRM tools
iCloud Private Relay
What it is: a new feature for all actions taken on a Safari browser across Apple devices that essentially makes it impossible for marketers to track information like IP Address, geographical location and what exactly users are doing on their browsers
What it means for marketers: Less granular details about where our audiences are coming from (think a lot more [not set] variables within Google analytics), an inability to create behavior-based targeting lists or geographical lists
Note: this will be automatically turned on – unlike prior app tracking, this will be the default unless changed
Keeping Tabs on App Privacy
What it is: a new report within the Apple iOS, similar to storage settings, that highlights what apps have been utilized on your phone – such as your location, photos, camera access and more
What it means for marketers: This update piggybacks on iOS14’s initial app controls but allows for a one-stop-shop to take a look at all of your apps simultaneously and retroactively change your initial decision-making
The future of email marketing will change in the coming months, with benchmark performance metrics shifting and less A/B testing availability.
On the flip side, companies building strong relationships with consumers will be more important than ever, as individuals can choose what information they send to marketers. The more someone trusts the brand, the more likely they will be to share the information needed to receive personalized messaging.
Regardless, as Apple continues to implement features that allow users to keep a close eye on their personal data, email marketers must remain flexible in their strategies, adapting for the impending unknowns.
