In other words, for Apple Mail users, we won’t be able to see how much of our audience views emails on mobile vs.

Mail Privacy Protection will also prevent marketers from tracking reader location (via IP) and device.

Many Apple users view their Gmail, Outlook, Microsoft Exchange, iCloud, Yahoo and AOL emails on the native Apple Mail app. Note that this includes all email accounts viewed using Apple Mail. This will affect open rates for email subscribers who use the Apple Mail app on any device: desktop, tablet or phone. This impacts anyone who has Apple Mail users on their lists, which is, essentially, almost everyone! Litmus reported that the Apple Mail client represented over 49% of email opens as of July 31, 2021. This means that your open rates will probably be skewed high for Apple iOS users in the future.

Once Apple Mail users enable mail protection, Apple will pre-load all HTML email content on a proxy server whether readers open the emails or not. Apple’s new Mail Privacy Protection feature will allow (encourage, really) Apple Mail users to “protect” their mail activity. If email open rate is one of your key metrics for your email program, get ready for a wild ride this fall when Apple releases iOS 15.

Apple mail vs outlook 2018