Mail Privacy Protection in Ternair
Mail Privacy Protection continues to be a hot topic. The email marketing industry is remarkably quiet, probably because no one wants to burn his fingers on the subject. We prefer to search for ways to enable users to take privacy setting into account when communicating with customers.
In this article you can read how to see the Mail Privacy Protection share in your opens and how you can actively use it in campaigns.
Ceesjan de Vos
What was Mail Privacy Protection all about?
Last year we published some articles on the impact of Apple’s Mail Privacy Protection and how to adapt your Email marketing to it. The topics in those articles are still valid. The biggest problem for email marketers is of course no longer knowing whether emails were opened manually. Apple Mail ‘technically’ opens emails before users do (or don’t). A year later, 89% of Apple Mail iOS15 users have activated Mail Privacy. It is not like 89% of opens are no longer recognized. In B2C the share is higher than in B2B, due to the larger number of customers opening their e-mails on iPhone. In B2B a desktop is still used most and Apple Mail is certainly not the main email client.
Show Mail Privacy Protection
In Ternair we have improved the visibility indicating which Client emails have opened mail. Well-known Clients are Outlook, Apple Mail, Gmail, Thunderbird, etc. We simply added Mail Protection. When we recognize an email has been opened by a user with Mail Protection, we add it. The current recognition rate (November 2022) is already above 90%, our target is 98%.
What does it bring you?
- In the statistics you can see the share of Mail Privacy in your campaigns.
- Moreover, you can use this segment in selections, for example exclude it from follow-up actions, split selections to send alternative content, or select and approach the Mail Privacy group specifically.
In that way, you respect the fact that someone turned on Mail Privacy and at the same time adjust your communication accordingly.
- Mail Privacy Protection and Ternair Campaign
In Ternair Campaign, open the stats of a selection or run. The bottom row of the pie charts contains the Client metric. When moving your mouse over it, the individual Clients in the total number of Opens appear. Among which the number and percentage of Mail Privacy Protection (see image)
What can you do to prevent, for example, (automatically) sending a drip follow-up campaign to all your Openers, while not being sure whether your email was opened manually?
- Select Mail Privacy opens
In Ternair Campaign, open a selection block and choose the Source Email Statistics. Select the Entity Opens or Clicks and in the list ’email client’. You can select Mail Privacy Protection and use or exclude it in new or scheduled selections.
As promised in our first article on this subject, we cannot change the Apple measures, and we don’t want to. We want to facilitate your marketing (automation) process based on data. That’s our DNA. Always able to adapt to specific wishes and developments, because the impact is different for everyone. Email marketing continues to evolve and will only get better eventually. That is precisely why it has been an effective customer channel for so long.
Do you want to know more about the impact of Apple's Mail Privacy Protection?
Would you like to know more about the impact of Apple’s Mail Privacy Protection? Talk to one of our specialists.
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