How will the iOS 15 MPP, Hide My Email and Privacy Relay features impact email marketing?

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Negatively LOL. We’ll have to see what the actual adoption is.

Same way Gmail already does the same thing for preventing tracking by proxying images. You can tell someone opened an email, but that’s it. The only thing remotely usable is measuring conversion.

Email marketing statistics are already garbage and I’ve rarely seen a company actually do anything with the data they do collect. Everyone just does gut-instinct marketing and keeps pouring money into repeat mailers and existing programs. At most, people will ask a “data engineer” to pull some custom list based on certain criteria for a more targeted send.

I once did a truly transformational deeply-personalized multi-year automated campaign that was hugely successful. Customers were even sharing screenshots of their emails on social media. But then the client changed CMOs and the whole thing got shelved for traditional monthly bulk sends with 3 variants that didn’t require putting in any thought to produce.

Unfortunately I cannot go into details because of NDAs. I can say that customer use of the client’s primary product went up by an average of 1 hour per week, sustained over the full year, which was the client’s best indicator of whether customers would buy again the following year.

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