The privacy enhancements of iOS 15, iPadOS 15 and macOS Monterey were one more feature of the new features they presented to us at WWDC21 last June; and part of them focused on new iCloud + protections for Mail.
But what is good news for users may not be good for others, and an example is the owners of the newsletters or newsletters by e-mail. Those who have more audiences and monetize their content depend on certain metrics whose access, for confidentiality, blocks Apple. Has he been noticed? We contacted some administrators of newsletters monetized to find out.
There are no big changes, and measurements can be “redirected”
Those responsible for commercial newsletters must have statistics like the open ratea (the percentage of people who open mail after receiving it in their mailbox) in order to attract the attention of potential sponsors. Blocking Apple’s protection tools scripts
The effect is that the rate is no longer as reliable as before: the more users of the Mail application, the less precise the percentage and therefore advertisers have less reason to advertise in this newsletter.
All those responsible for the newsletters with whom we have contacted coincide: Mail not a priority email client among readers. Charo Marcos, the author of the Kloshletter newsletter, tells us that in his particular case, only 4.5% of his readers use Mail. Jaime Novoa (Dealflow) and Samuel Gil (Suma Positiva) comment that they just didn’t notice a thing.
All newsletter administrators agree: Apple Mail users are few and therefore the changes are not noticed
Regarding the most used messaging services, David Bonilla (Bonilista) specifies that 3 out of 4 emails you send your newsletter to come from Gmail. Readers with Apple Mail are so few that their system does not catalog them, placing it in an “Other” category.
Ignacio Arriaga, Head of Email Marketing Department Acumbamail, comments on this phenomenon as the newsletter open rate metric will no longer be as accurate and will function more as an indicator. The measurement can also be mixed with other similar metrics such as the number of people reporting the newsletter as SPAM or the number of clicks that are made to links. In any case, Ignacio does not think it will be a serious problem, since the audience will remain the same and what can change is the reliability of the audience measurement methods.
Charo Marcos is more critical of Apple’s measures:
“I think that preserving the safety and privacy of Internet users should be a priority for all of us who in one way or another work in this medium, but I also think that not all of us should be measured to the same standard. General data protection law already requires us to take measures to protect the privacy of our users, who voluntarily register with media such as Kloshletter through a two-factor authentication system. I think Apple’s measure only serves to create confusion “
Similarly, Apple told us that to be more specific, metrics directed to a website can still be used and that they are not “locked” in the email client. But anything that is attempted to be measured in Mail (that is, in the mail itself) will be limited by measures to protect user privacy.
Looking at the impressions gathered, however, it doesn’t appear that the impact of these new privacy measures is great. No one noticed it on a large scale, and so it does not appear that it will affect those who have income with their newsletters.
Imagen | Brett jordan
