Moosend on LinkedIn: iOS15 - The End of The World for Email Marketers?
⚠ Is it for good? ⚠
Find out everything you need to know about the new iOS 15 update.
It's not the end of #emailmarketing...Or is it?
Zina, thanks for drawing people's attention to this. Big news this week!
That said, I'm not sure you've fully explained how iOS15 affects email marketers and if anything it seems to perpetuate the myth that iOS15 is blocking open tracking. In fact, it's the complete opposite. It's massively important we inform the email industry correctly on this.
So let's start from the start.
Open tracking works by including a remote image, unique to the subscriber, in an email. When an email is opened, the images load, and because this unique image has loaded the email service provider assumes that unique user has 'opened' it.
Now – here comes iOS15's changes. When using Mail Privacy Protection (and connect to Wifi), all images (including tracking pixels) are pre-fetched as soon as Apple see them come in from Gmail/whatever you use. As tracking pixels are just a simple image, it means open rates will be inflated. Something that will affect your stats, particularly if you have a raft of Apple users who regular use their phones on WiFi.
Is it the end of the world? Not necessarily. Here are the important things to note with the tracking:
Thanks for sharing that! That's a really valuable addition and I agree that we should be informed more carefully around that.
All these gimmick to just launch and force their own service.
Apple is coming with their own Ad network and destructible email service.
That's an interesting perspective. Only time will tell. I think that email services will find their way through and email marketers will focus more on other KPIs.