ActiveCampaign and Apple iOS 15 Mail Privacy Protection

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ActiveCampaign and Apple iOS 15 Mail Privacy Protection

Introduction

ActiveCampaign's integration with Apple iOS 15 Mail Privacy Protection (MPP) presents significant changes for email marketers. This feature, which is part of Apple's initiative to bolster user privacy, allows users of the Mail application to mask their IP addresses and prevent third-party tracking of email activity, particularly email opens. Understanding how MPP impacts your email marketing strategy is crucial, as it alters the way key performance indicators (KPIs) are measured and how engagement is defined.

By opting into this privacy setting, Apple Mail users will generate artificially inflated open rates in reporting while altering the dynamics of how you can assess the effectiveness of your campaigns. ActiveCampaign has adapted its system to give marketers a clearer picture of email engagement despite these new privacy measures.

How to Access This Feature

To access the implications of MPP for ActiveCampaign users, simply log in to your ActiveCampaign account. You do not need to enable any specific setting within ActiveCampaign itself. However, being aware of how MPP works and how it influences metrics like open rates and automation triggers is essential to fully leveraging your email strategies.

Step-by-Step Instructions

Here's a step-by-step breakdown of how MPP affects your email campaigns and how to adjust your strategies accordingly:

Step 1: Recognizing the Change in Open Rates

Once MPP is enabled on a user’s Apple device, all emails sent to that user will show a 100% open rate in reports, regardless of the actual behavior of the recipient. This means you cannot rely on open rates for accurate engagement metrics.

Step 2: Adjust Your Tracking Strategies

ActiveCampaign can distinguish between MPP opens and verified opens. Initially, MPP opens were filtered out for accuracy in tracking, but changes made on August 9, 2022, have led to MPP opens being included in normal open reporting.

Step 3: Understand the Impact on Automations

Contacts that open emails on an Apple device with MPP enabled will not be included in automation that uses the Opens/reads email trigger. They will also be excluded from segments that include the condition Has opened campaign while being included if the condition is Has not opened campaign.

Step 4: Analyze Reporting Metrics

After August 9, 2022, Open Reports will display both verified opens and MPP opens. A toggle will allow you to switch between viewing total unique opens (including MPP opens) and only verified opens.

Step 5: Monitor Engagement with Link Clicks

Despite the changes in open tracking, clicks on links in emails will continue to be tracked as valid engagements. If a contact with MPP enabled clicks a link, they will be marked for automations, and their activity will be logged accordingly.

Configuration Options and Settings

While there are no toggle options specific to MPP within ActiveCampaign, navigating through various features and settings regarding email operations will help adapt to these changes. Key features and configurations impacted include:

• Split Testing Campaigns: When determining the winner based on Best Open Rate, contacts with MPP enabled will be excluded from the calculation.
• Resend a Campaign: Contacts who have MPP enabled will not be included in the option to resend to those who haven’t opened the campaign.
• Engagement Management Tool: This feature will exclude Apple MPP opens when deciding which contacts to remove based on engagement metrics.

Best Practices and Tips

Given the developments surrounding Mail Privacy Protection, email marketers should adapt their strategies accordingly:

• **Focus on Email Link Clicks**: Rather than relying solely on open rates, prioritize tracking link clicks as they provide actionable insights into user engagement.
• **Leverage First-Party Data**: Effective engagement stems from having quality data. Collect first-party data through interactions on your website, forms, and purchases to better understand audience behavior.
• **Create Clear Calls-to-Action**: Ensure your emails include enticing CTAs that prompt readers to click links and drive them toward conversion points.
• **Reassess Engagement Metrics**: Keep in mind the importance of conversions over mere opens. Track relevant actions post-email delivery to gauge success.
• **Utilize the New Reporting Features**: Take advantage of the MPP filter in your reports to understand how these metrics affect your overall campaign analysis.

Troubleshooting Section

If you experience discrepancies in reporting or engagement tracking, consider the following troubleshooting tips:

• Verify that your emails are being delivered correctly and that recipients are engaged elsewhere on your platform.
• Ensure your reporting settings are accurately reflecting the desired data by using the toggle for MPP opens in reports.
• Continually assess the performance of your emails by analyzing link click rates versus reported open rates to gauge authenticity.

Related Features

• Split Testing: This feature allows you to optimize your email campaigns based on performance metrics.
• Resend a Campaign: Learn how to maximize reach with follow-up campaigns.
• Engagement Management Tool: Understand how to filter out unengaged contacts effectively.

FAQ

Q1: What is Mail Privacy Protection? A1: Mail Privacy Protection is a feature in Apple's Mail app that allows users to prevent third parties from tracking their email opens and masks their IP addresses.

Q2: How does MPP affect my email open rates? A2: With MPP enabled, all emails sent to these users will show a 100% open rate, regardless of actual behavior, leading to unreliable metrics.

Q3: How can I accurately measure engagement now? A3: Focus on metrics such as link clicks and conversions rather than open rates, as these provide clearer insights into actual engagement.

Q4: Will MPP affect users on other email platforms? A4: No, MPP specifically affects users on Apple Mail with iOS 15 and must be actively opted into.

Q5: Can I still use automations with MPP contacts? A5: While MPP contacts won't trigger automations based on opens, link clicks will still activate automations.

Q6: What changes were made to reporting with MPP? A6: ActiveCampaign will now display MPP opens alongside verified opens in reporting, allowing users to adjust their views based on preference.

Q7: Is there any way to change my email strategy with the introduction of MPP? A7: Yes, refine your strategy by emphasizing link clicks, utilizing first-party data, and updating how you evaluate user engagement and success in campaigns.

By understanding and adapting to the implications of Apple iOS 15 Mail Privacy Protection, ActiveCampaign users can continue to conduct effective email marketing, even in the face of evolving privacy measures. ```