We continuously update this article with any news, information or development from our side. The last major update of this document was on September 15, 2021.
What will change with Apple iOS 15?
Apple has announced the latest updates to iOS 15, to be released on September 20, 2021, which will block the tracking of email opens in the Apple Mail app. This affects the Emarsys email channel and email tracking; however, we are currently working on adjusting to the changes.
The following is a summary of what is about to change:
- Open tracking prevention: Apple will prevent the accurate tracking of email opens by downloading remote content in the background by default - the update will prevent Emarsys from tracking email opens in the Apple Mail app. Also, it will mask the users' IP addresses, making the open location not detectable.
- IP protection: All remote content downloaded by Apple Mail on iPhone will be routed through multiple proxy servers, preventing the sender from detecting the IP address.
- Redesigned notifications: Notifications will now display contact photos for people and larger icons for apps to make them easier to identify.
- Hide my Email: Users will be able to create unique, random email addresses. If they sign up for a store purchase, for example, they can use a random Apple-created email address to do so.
- iCloud+ Private Relay: (paid service) will allow users to hide their IP address and Safari browsing activity.
Timeline and what to expect
Here is the release date and our estimation on the expected adoption rate.
This is the breakdown of the last few release dates and the adoption rate of the last major version compared to the previous one.
How can I identify opens by iOS 15?
Traditionally, user devices have returned some data about the user’s device called the "user agent". You can always look at the "user agent" field to see who is using Apple mail in your current customer if you have access to Open Data.
The current iOS version would return something like this: "Mozilla/5.0 (iPhone; CPU iPhone OS 14_7_1 like Mac OS X) AppleWebKit/605.1.15 (KHTML, like Gecko) Mobile/15E148".
According to our tests, iOS 15 will open the emails using a generic user agent, "Mozilla/5.0" to mask the device of the user. The location of the opens is also masked returns a generic Chicago address. "America/Chicago".
If you would like to know the share of your of contacts using Apple Mail, feel free to reach out to us.
What iOS 15 reminds you that you need to do anyway
This update is a timely reminder to do some of the things that you should be doing anyway:
Sort your deliverability!
- Quality of leads, your reputation as a sender and the cleanness of your contact lists are key.
- Contact data health check while opens are still there - Review the engagement health of your contact list now and clean out all disengaged users.
- Maintain your contact data base by performing opt-in cleanups regularly.
- 1:1 personalization is key! You need your customers to appreciate you as a brand, to trust you and to engage with your communication.
- Clicks, conversions and other metrics push the needle, opens do not.
- Don't panic - take this as a good opportunity to take a step back and look at your email sending habits.
Any questions or comments?
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