Pip Savaris
April 1, 2022

What the IOS15 updates mean for your email marketing

Are you wondering what the IOS15 updates mean for you and your Email Marketing? 

We’re going to deep dive into the most important parts of this update and how you can continue to report on your Email Marketing activity accurately in the light of this new privacy setting.

So what’s actually going on?

Apple Mail is now allowing users to opt-in to mail privacy features that mask IP addresses and block third parties from tracking email opens or other IP data.

To provide some context on who will be affected, apple Mail users currently represent 60.66% of the email client market share:


“Mail Privacy Protection (MPP) 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”

(Apple, 2022)

Any email opened in the Apple Mail app now has MPP in place. It doesn’t even matter if you are using another email service, like Gmail or a work account. The good news is, it doesn’t affect other email apps used on Apple devices, like for instance the Gmail app.

So what are Email Marketing Platforms like Klaviyo doing to combat a potential inaccurate Open Rate?

Klaviyo has created three new features to help users navigate the iOS15 updates. These features are focused on three key areas:

  • Audience segmentation
  • Revenue attribution
  • Analytics

You can read more about the features here. 

If your current platform hasn’t released any updates on MPP, you might want to consider leveraging other metrics instead of open rates, to measure your audience engagement.

Pip Savaris, Email Marketing Specialist at Alpha Digital, observes that there are many ways we can work with Apple’s new privacy update. 

“It’s now more important than ever to make sure we focus on other customer behaviour and data on our Email Marketing Platforms. For example, spend more time considering how click through rates and click maps, active on site tracking and unsubscribe rates can influence transparency on success.” 

At Alpha Digital, we know that Lifecycle and Email Marketing requires expertise driven by curiosity and our dedicated team can assist you and your brand in navigating these recent IOS15 changes in just that way. 

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