What about clicks? Will tracking on those be affected? Testing on our end has confirmed that in some cases Apple is preloading images in an email, even for emails that have not been opened.* You won’t be able to discern these false opens from real ones. We think that reporting will over inflate the number of opens given Apple appears to be loading the tracking pixels via relay or proxy for users that have opted into privacy. We do think that many users will opt-in to select the “Protect Mail Activity” option when it’s presented to them. As an email sender, does this mean I won’t be able to track opens for Apple Mail users? If the user is on Gmail or another mail app that is not Apple Mail, even if on iOS 15, the privacy controls will not be in effect. It’s only when the user has iOS 15 AND checks their mail via the native Apple Mail app. It’s not the operating system alone allowing for this tracking. What if the user has iOS 15 and is using the Gmail app? If an email is opened on the Mail app on iOS 15, iPadOS 15, and macOS Monterey devices, it will have the option to not be tracked via the user privacy selection shown in the screenshot above. The endpoint of where the email is opened is what’s important here. Does it matter if the user is on Gmail or some other mail service? This means almost all emails sent to recipients using the Mail App may have obfuscated results showing false opens. Testing on our end has confirmed that in some cases Apple is preloading images in an email, even for emails that have not been opened. What are the resulting implications when “Protect Mail Activity” is selected by a user? The below is how the privacy protection feature will be presented to all iOS 15 users: How will users control their Mail Privacy Protection via their iOS 15 Mail app? While no date has been set, it is expected to launch as early as September, but possibly as late as November. senders from knowing when they open an email, and masks their IP address so it can’t be linked to other online activity or used to determine their location.” When is this happening? According to Apple, “Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. What’s happening?Īpple announced Mail Privacy Protection for their Mail app on iOS 15, iPadOS 15, and macOS Monterey devices.
We’ll be sure to continue updating this post and sharing new content in the coming weeks and months as we learn more. We wanted to share what we know and our points of view as of now, but this information will evolve as we learn more.
If you’re an #emailgeek, you’ve no doubt heard the news from Apple this week on a big change that will have an impact on email when it comes to open tracking. For more information on this update, please refer to this blog post. These opens will still be included since they can be a valuable signal that an email address is valid. 18, 2021 Update: SparkPost recently added a field to both Signals Webhooks and the Events API to indicate when an open has been pre-fetched.
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