What is the primary issue with how Apple’s iOS15 and Mail Privacy Protection feature impacts email metrics?
- It can give the impression that your spam rate is higher than it actually is.
- It can give the impression that your unsubscribe rate is lower than it actually is.
- It can give the impression that your open rate is higher than it actually is.
- It can give the impression that your click-through rate is lower than it actually is.
Explanation: The primary issue with how Apple’s iOS15 and Mail Privacy Protection feature impacts email metrics is that it can give the impression that your open rate is higher than it actually is. With the introduction of Mail Privacy Protection, Apple’s Mail app now prevents senders from using tracking pixels to accurately measure email opens. Instead, it preloads all images, including tracking pixels, at the time of delivery, obscuring whether the recipient has genuinely opened the email or not. As a result, email marketers may see inflated open rates because the tracking pixel is loaded regardless of whether the recipient actively engages with the email. This lack of accurate open tracking can lead to misleading metrics and may impact campaign performance analysis and decision-making. Therefore, while the actual engagement and interaction with emails may remain the same, the reported open rates may be artificially inflated, creating a discrepancy between perceived engagement and actual recipient behavior.