Hello Email People!
I'm cross posting this across forums to make sure everyone is aware of changes to your email open rates and what that means for our integrated partners. Apple is launching an iOS update this month that will make it so that every email sent to Apple will register as automatically being opened, even if it wasn’t actually opened. This will likely create a high volume of “open” event data, and experts are predicting this could change your open rates from 20-30% to something like 80-90%. For large email blasts, this could have a significant impact on the traffic to your Tessitura if your integrated email tracks open rates. It will also potentially create 'junk' data and false engagement rates if you use open rates to trigger any sort of action.
Each of our integrated partners are dealing with this differently, you can touch base with them about more details of the impact and their plans over in the Email Marketing area of the Ecosystem Partners Topical Forum.
WordFly
They've launched an update that gives users the ability to prevent email open data from updating their Tessitura instance. This is an optional setting that will only impact open rate updates (but will impact all open rates, not just Apple Mail). All other data will still return. Users have to un-tick a box to turn off opens. You can read about that and the rest of their September updates HERE.
Prospect2
Prospect2 will only return open rates if you promote your source and link it to the workflow in Prospect2. L2 is currently investigating the impact Apple Mail opens may have on their product.
For more information about the Apple Privacy, how they are implementing it, and the impact on email open rates here are a couple of links (there are tons more in the interwebs!):
Yours in email shenanigans,
Heather
An update on this:
Apple iOS15 with the updated Mail Privacy Protection is available Sept 20th. You’ll be able to update to iOS 15 if you have an iPhone 6s and later, any model of iPhone SE or the most recent iPod touch model. It’ll be available as a free download. For the other devices and OS’s it’ll be a slower uptake.