Mail Privacy Protection in Ternair

Mail Privacy Protection continues to occupy minds. Unlike Litmus in the United States, the Dutch e-mail marketing world is keeping remarkably quiet on the subject. Perhaps because each message can be interpreted differently and it is unclear what discussions that will generate about the e-mail channel. We ourselves prefer to look for practical applications and we have enabled users to take into account the mail privacy setting.

In this article you will read how to see the Mail Privacy Protection share and how to actively take it into account in communication campaigns.

What was Mail Privacy Protection about again?

Last year we wrote about what Apple's Mail Privacy Protection means and how you can adapt your E-mail marketing to it. The articles are still relevant today. The biggest problem for e-mail marketers is that you can't be sure if your e-mail has been manually opened by a recipient. After all, Apple Mail "technically" opens all emails from users who have Privacy Protection activated, before a user possibly does so themselves. Meanwhile, we are a year on. 89% of Apple iOS15 users now have Mail Privacy activated. It is certainly not the case that Opens are no longer recognized in 89% of mail traffic. In B2C, the proportion is higher. Probably because of the larger number of customers that open email with the iPhone. In B2B, the desktop remains the most used for email and on that, Apple Mail is certainly not the most used Client.

Displaying Mail Privacy Protection

In Ternair, we improved the visibility that shows which Client your emails have been opened with. Well-known email Clients are Outlook, Apple Mail, Gmail and Thunderbird. We have added Mail Protection to these. When we recognize that an e-mail was opened by a user with Mail Protection, we add it. The current recognition rate (November 2022) is already over 90% and our goal is 98%.

Advantages:

1. You can see in your statistics exactly how big the share of Mail Privacy is in your campaigns

2. You can select this group, for example, to exclude them from follow-up actions or split them for alternative content. Or you approach them through another channel, after all, with Ternair you have omnichannel Marketing Automation software

You thereby respect the fact that someone has turned on Mail Privacy and, moreover, you adjust your communication accordingly.

1. Mail Privacy Protection and Ternair Campaign

Open in Ternair Campaign the statistics of a selection or run. The bottom row of pie charts contains the statistics Client. If you hover over it, the distribution of Clients over the total number of Opens appears, showing the number and percentage of Mail Privacy Protection (see image)

What can you do to prevent automated flows or drip campaigns from being sent to all Openers when you're not sure if your email has been opened manually by users?"

2. Select Mail Privacy opens

   In Ternair Campaign, open a selection block and choose Email Statistics Source. Under entities, select Opens or Clicks. In the list, choose "email client" and select Mail Privacy Protection. You can now use or exclude this selection in your campaign.

As promised in our first article on Mail Privacy Protection, whatever developments take place, we facilitate all your marketing (automation) activities based on data. It's in our DNA. Customized to specific needs, because the impact is different for everyone. Email marketing continues to evolve and will only get better in the end. This is precisely why it is already such an effective customer channel.