APPLE MAIL VS OUTLOOK MAIL UPDATE

Adjust your standards to monitor deliverability and testing. Our guess is that your open rates will be consistently off by around the same amount, or inflated by a certain percentage. Understand your current opening patterns right now. Your open rate and open ratios (like click/open, action/open, etc.) will likely change, so it’s going to be impossible to compare your opens in December 2021 to December 2020. Adjust your baseline (when the time comes) Here’s a sample reactivation campaign ladder on Action Network:Ĭlick here to learn more about setting one of these up. And in your re-engagement campaign, ask for a low-bar action in order for people to stay on the list, like signing a form. Opens are still a useful metric for people not using Apple Mail, so it’s useful to keep it in your query (although with testing, this recommendation may change). You may also consider increasing the amount of time someone can be inactive before receiving the re-engagement emails. If you have a re-engagement campaign using ladders or an actives query you use for email targeting, make sure your query or decision step includes clicks, actions, and subscription date as well as opens. With less accurate opens, you’ll need to rely on clicks and actions more in order to evaluate if your recipients are still interested in the content and want to keep receiving it. How do I evolve my program? Focus on other metrics All of this means that you were already looking at an imperfect metric. The pixel could be pre-loaded and cached by the email client. The pixel (or all images) could be blocked by the email client, a spam crawler, an ad blocker, or a multitude of other things. Emails could be opened, but not render the pixel. This makes open rates equivalent to 10,000 people passing your storefront with one of those big balloon waving things, and assuming 10,000 people saw your big balloon waving thing. Pictured: An imperfect email metric, balloon-ified. Microsoft Outlook, Mozilla Thunderbird, AOL, and Yahoo are configured by default to block automatic picture downloads, and Gmail loads images inconsistently. Cool, huh?īut this is the important part: these open pixels are not perfect.They were not perfectly accurate last week, last month, last year, or three years ago. Images are loaded upon open (in theory), so when that image renders in the email reader, that counts as an open. It’s a small, transparent, 1x1 pixel image that is placed in your email by yours truly (by which I mean Action Network). Opens are measured via an open tracking pixel. Let me preface this by saying: opens are not, and have never been, a perfect metric.If you only (or mostly) rely on opens for your email metrics STOP.

APPLE MAIL VS OUTLOOK MAIL UPDATE

When the iOS 14.5 update came out, 87% of users selected “ask app not to track” rather than opt-in to data collection. The Mail Privacy Protection feature will likely have a high adoption rate. Not everyone will receive it all at once (I see all of you who procrastinate on updating your devices), but within a couple months it should be fully out. Like many of Apple’s updates, this will be slowly rolled out, probably starting in September. This update will likely see a similar adoption rate. When the iOS 14.5 update came out (the update that messed with your ads program), 87% of users selected “ask app not to track” rather than opt in to data collection.

It will likely have a high adoption rate. Much like the iOS 14 update, where users were asked if they want to allow apps to track, users will be prompted to opt-in to the Mail Privacy Protection feature when they open the Mail app the first time after the update. But it affects everyone using the native Mail app - if they opt-in to the feature - regardless of what email service provider they use (their whatever). Note that this only affects people using the native Mail app, not the Gmail, Yahoo, Outlook, or whatever other apps. So basically, if someone uses the native Mail app on any Apple device, the email could show as an open, regardless of if they actually opened the email or not. Though we don’t know for sure, it seems Apple will pre-load the email, which could show false opens.

Apple mail vs outlook mail