IOS 15 Only Affects Email Open Rates?
Posted: Mon Feb 17, 2025 10:08 am
The upcoming iOS 15 includes more than just Mail Privacy Protection. Apple announced they’ll be offering iCloud+, which provides services such as Hide My Email and iCloud Private Relay.
Hide My Email
Apple describes Hide My Email as providing Apple Mail users with the ability to “instantly generate unique, random email addresses that forward to your personal inbox — so you don’t have to share your real email address when filling out a form on the web or signing up for a newsletter.”
Basically, this service makes it tricky for marketers to connect a customer, and their behavior, to an email address in order to provide a unique experience.
iCloud Private Relay
According to Apple, the iCloud Private Relay allows anyone to “browse with Safari in an even more secure and private way. It ensures that the traffic leaving your device is encrypted and uses two separate internet relays so no one can use your IP address, location, and browsing activity to create a detailed profile about you.”
Essentially this new feature allows anyone to stay anonymous across their web behavior, so long as they use Safari.
Both of these new features bundled with iCloud+ are challenges for marketers… but they’re solvable.
What Should You Do?
Changes are ever-present in marketing. These latest features from Apple should come as no surprise as consumers have long advocated better control over their personal data. Putting privacy controls in the hands of consumers (rather than the companies) is a good thing.
It’s important to let customers know what’s going on and how it might impact them. For example, you may wish to send a dedicated email to your customers outlining these upcoming changes, or you can even place a pop-up on your site that connects to a specific segment of users (those using the Safari browser), informing them of upcoming changes.
The key here is to be proactive and clear with how you’re using customer data. Don’t surprise customers with all these new changes once they happen. Inform them beforehand.
Final Thoughts
“Consumers still, at the end of the day, want fantuan database elevant, personalized content. That has not changed.”
Courtney Shaffer Lovold 280x280
Courtney Shaffer Lovold
Head of Revenue, North America, Emarsys
Your customers want to hear from you… that’s why they signed up for your email, follow you on social, and continue browsing your site and your app. By focusing on more than just one metric such as email open rates, you can use your customer’s purchase frequency, their average order value, their lifetime value, and many other metrics to continue providing unique 1:1 experiences for every customer.
And keep in mind, although email is still a critical channel, your brand must not rely on just one channel to drive revenue. You must be channel agnostic so you can capture the rich first-party data customers provide in order to serve them better.
How will iOS 15 change your email open rates and what can you do about it?
Hide My Email
Apple describes Hide My Email as providing Apple Mail users with the ability to “instantly generate unique, random email addresses that forward to your personal inbox — so you don’t have to share your real email address when filling out a form on the web or signing up for a newsletter.”
Basically, this service makes it tricky for marketers to connect a customer, and their behavior, to an email address in order to provide a unique experience.
iCloud Private Relay
According to Apple, the iCloud Private Relay allows anyone to “browse with Safari in an even more secure and private way. It ensures that the traffic leaving your device is encrypted and uses two separate internet relays so no one can use your IP address, location, and browsing activity to create a detailed profile about you.”
Essentially this new feature allows anyone to stay anonymous across their web behavior, so long as they use Safari.
Both of these new features bundled with iCloud+ are challenges for marketers… but they’re solvable.
What Should You Do?
Changes are ever-present in marketing. These latest features from Apple should come as no surprise as consumers have long advocated better control over their personal data. Putting privacy controls in the hands of consumers (rather than the companies) is a good thing.
It’s important to let customers know what’s going on and how it might impact them. For example, you may wish to send a dedicated email to your customers outlining these upcoming changes, or you can even place a pop-up on your site that connects to a specific segment of users (those using the Safari browser), informing them of upcoming changes.
The key here is to be proactive and clear with how you’re using customer data. Don’t surprise customers with all these new changes once they happen. Inform them beforehand.
Final Thoughts
“Consumers still, at the end of the day, want fantuan database elevant, personalized content. That has not changed.”
Courtney Shaffer Lovold 280x280
Courtney Shaffer Lovold
Head of Revenue, North America, Emarsys
Your customers want to hear from you… that’s why they signed up for your email, follow you on social, and continue browsing your site and your app. By focusing on more than just one metric such as email open rates, you can use your customer’s purchase frequency, their average order value, their lifetime value, and many other metrics to continue providing unique 1:1 experiences for every customer.
And keep in mind, although email is still a critical channel, your brand must not rely on just one channel to drive revenue. You must be channel agnostic so you can capture the rich first-party data customers provide in order to serve them better.
How will iOS 15 change your email open rates and what can you do about it?