As Apple prepares to roll out its new iOS 15 update, they continue to give updates on new privacy features for its users. The Mail Privacy Protection feature will be included for all users in this new update as an opt-in feature that must be turned on by the user. Those who choose to activate this feature will have their IP Address hidden from senders, which will prevent senders from gathering data on the user’s location, online activity, device type, and knowing whether the user opened their email. This could affect the accuracy of reports for email marketers, specifically when it comes to open rates. The feature will only be available on the Apple Mail app and will not affect users who use Gmail or Outlook apps on their Apple devices.
“The most notable feature for email marketers will be Hide My Email, which will allow users to create unique, random email addresses that forward to their personal inbox so that users don’t have to share their personal email address.“
For users who pay for iCloud storage, they will automatically be enrolled in the iCloud+ premium program. For an additional monthly fee, these users will receive additional privacy protection features. The most notable feature for email marketers will be Hide My Email, which will allow users to create unique, random email addresses that forward to their personal inbox so that users don’t have to share their personal email address. Again, this would prevent marketers from gathering personal identifying data and could affect reporting as well as accurate campaign content planning. Only about 20% of Apple users are estimated to currently be enrolled in the paid option of iCloud storage. Since Hide My Mail will only be available to these premium users who choose to utilize it, it is not expected to have as large of an impact as the Mail Privacy Protection feature which will be available to all users.
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