Later this month we expect see Apple release the latest versions of their operating systems, iOS 15, iPadOS 15, macOS Monterey, and watchOS 8. Users who upgrade their Apple devices to the latest versions will be able to use a feature called Mail Privacy Protection. When this feature was first announced, we published a blog post responding to many frequently asked questions about Mail Privacy Protection (MPP) and its potential impact on your email program.
With the release date (probably mid-September) quickly approaching, we wanted to offer a number of ways you can prepare for the MPP and an update on what action is being taken by Twilio SendGrid to help you manage what will likely be a big change in the way you track your email programs.
A quick recap on MPP
Users with iOS 15 compatible Apple devices and the Ma il App will receive a prompt to register for Apple's message privacy protection feature. This will be available for iPhone users, as well as for iPhone users. 'iPad and Mac. Apple Mail app users can configure any inbox for the app , so it's not specific to Apple domains, but rather to any domain (including Gmail, Microsoft, etc.) configured on the Apple Mail app.
The technical details of how Apple will accomplish this are not entirely clear and could change, but the results of the beta test analysis suggest that Apple will collect the contents of all messages delivered to mailboxes configured forthe Apple Mail application.
When Apple pre-extracts the contents of the email, it also retrieves the remote images that include pixels open follow-ups (small, transparent images that tell you when a recipient opens an email, a staple of email marketing for over 20 years).
What this will likely mean is that every message you send to an Apple Mail user with MPP enabled will appear to have been opened (whether or not the particular message was opened by that user).
This change makes open tracking futile for all recipients who opt for MPP - it means senders that matter regularly on follow-up ouvert to better tailor their email programs, they lose valuable information about how recipients interact with their emails.
Control yourself with clicks
With the possibility that the data Openings become less reliable, it is essential that you think about other ways to measure the performance of your e-mail program. The most obvious replacement for open data is click data.
Even before the announcement of MPP, it could be argued that click data is a signal to stronger and more reliable positive engagement than openness. Clicks are intentional and therefore a clearer signal of engagement.
MPP will almost certainly end the debate. Now is the time to take seriously using click activity as the primary indicator of engagement with your email program. move to clicks as the primary engagement metric, consider:
- Using clicks for your extinction rules based on commitment instead of opens.
- By clicking to measure the performance of your A / B tests.
- Build benchmarks for your ratesclicks. Browse historical data to orient yourself with your current click statistics. Keep in mind that click-through rates will always be lower than open rates.
- Rate override opening with the click-through rate in all reports or dashboards that you visit or present frequently.
Prepare for a more regular re-engagement of campaigns
For more than a decade, senders have used the recency of engagement to determine when to send a re-engagement campaign. For example, if a recipient hasn't opened or clicked on a message in six months, you can send them a re-engagement campaign to see if they still want to receive your mail. If they don't click on the re-engagement message, they are deleteds from your mailing list.
It's time to rethink this strategy. You can always count on clicks as a reliable signal of positive engagement. If anyone clicks, consider them engaged. However, if your data shows that some recipients open every message, but never click, that should be your new no-engagement signal.
Because clicks are harder to get, and some messages can legitimately be opened, but not clicked, it will become more important to get your users to take affirmative engagement action. More frequent re-engagement campaigns are a good way to do this. Take a look at this blog post for examples of successful re-engagement campaigns.
Increase the use of CTAs to generate more clicks s
As we mentioned before, clicks are harder to get compared to opens. But, you don 't have to be passive here. There are things you can do to encourage more click-through activity and increase click-through rates. A simple step is to develop shorter, more concise emails with less, but more visible style calls to action.
This is not a new idea, but it will become more important as the open rates will become a less reliable signal of real engagement. The added benefit goes way beyond giving you more engagement data.
Lorif done correctly, get the recipients out of email and on your website or in your app allows for much richer and more customizable experiences. You have many more options on a web page or in an app than in an email. It also goes without saying that websites and smartphone apps are the places people spend money. It's really a win-win.
Check out our guide on CTA for more information on creating action-oriented emails.
Audit your open workflow automations
Workflow automation has been an exciting development in the world of email. the last 10 years or so. There are countless out-of-the-box or customized workflow automation tools. Most, if not all, of these tools use email engagement data to automatically determine what and when to send the next message.
If a significant part of your email is opened automatically by MPP or similar features, it will not only disrupt automating your workflow, it could also lead to some very strange experiences for your recipients. Over-messaging your recipients based on MPP's openings could become a reality if your triggers are based on open models or open-based engagement.
Now is the time to audit your workflow automations which rely on open data to trigger or schedule email sends and adjust workflows to use clicks instead . Ask yourself: "What would this automation look like if each message seemed to have been opened? If the answer is "Not good" you should consider tackling these workflows f first.
How does Twilio SendGrid prepare for MPP?
Since the initial announcement in June 2021, Twilio SendGrid has worked hard to understand the impact of this development on our senders. We have also worked to determine what products or features we can offer to help you get through what in.could be a tumultuous time.
We have developed internal tools to monitor and compare the evolution of the open rate before and after the version.
With this tool in place, we will effectively monitor the impact of the version as the adoption is increasing. When we have reliable details of the actual impact, we will share as much as possible with our shippers to build a body of knowledge on how whose MPP adoption alters the most basic signals associated with sending email.
Additionally, since the announcement in June, we've put our unprecedented data set to better understand what 'non-human' engagement looks like and how we can identify it.
Your experts en e-mail
Although there is still some uncertainty as to the exact impact of the MPP update on Email Senders, Twilio SendGrid's Email Expert Team strives to keep you up to date: by talking to other email experts. 'industry, analyzing data and providing you with the latest information (like this blog post). As more information becomes available, we will keep you posted on the impact of the MPP and provide you with best practices on how to manage change.
If yes, you are concerned about how MPP functionality will affect your email program, contact our service teamthese experts to guide you. With over 130 years of combined experience, our team of experts can help you configure your email program, troubleshoot deliverability issues, and provide ongoing support.