Clicks and conversions have always been the critical signal to a thriving email program anyway, and the removal of opens doesn’t change that fact. The email-specific reporting tools showing time spent reading, device used, and forwarding/printing will also stop being useful.
![privacy pro overview privacy pro overview](https://live.staticflickr.com/6172/6260330896_d0dc1c94a6_b.jpg)
We don’t see a future for that, as we believe Google and the other email services will probably buddy up on Apple’s approach pretty soon.
![privacy pro overview privacy pro overview](https://filewomen.com/wp-content/uploads/2021/07/Windows-11-Pro.jpg)
While still early into this privacy protection transition, some folks have been discussing testing subject lines to a non-Apple audience.
![privacy pro overview privacy pro overview](https://i.ytimg.com/vi/s912pYnozA0/maxresdefault.jpg)
As with many other areas, testing using opens will need to shift to clicks. It will be interesting to see how they address that functionality in the future. Typically, these have delivered the winner to the rest of the audience based on open rates.
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Fundamentally, clicks and conversions signify a much higher quality of intent anyway, along with activity in other channels, such as the app/website, as well as offline behavior.
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This will make the ‘open rate’ and the ‘time of open’ useless, as every message sent to an Apple user will show as opened when they download the images. So, once a user enables Mail Privacy Protection (and we expect close to 100% adoption), Apple will effectively download all images in every email almost as soon as the emails hit their servers. And you’ll see your emails as being opened, regardless of if the user read it or not.” – Apple’s privacy pillars in focus – WWDC 2021 And since that content is loaded without revealing people’s IP addresses and without detailed headers, the location and type of device reading the Mail aren’t revealed. Since Mail content may be loaded automatically after delivery, the time of Mail viewing will no longer be correct. “If you’ve been using remote images to measure the impact of your campaigns, there are a few changes to be aware of. Apple’s guidance for marketers sums up the changes quite succinctly: The Mail app in iOS 15, iPadOS 15, and macOS Monterey will now allow users to opt-in to “Mail Privacy Protection.” This effectively breaks the “open rate” and all of the data that traditionally comes with it.
![privacy pro overview privacy pro overview](https://i.ytimg.com/vi/d3ZLMkNJRUc/maxresdefault.jpg)
It’s time for email marketers to shift from opens to more impactful engagement metrics. Apple introduced new privacy features at its annual Worldwide Developer Conference in June, and they will have an earthquake-like impact on email marketing.