Ecommerce brands have to reckon with the fact that we are moving toward an opt-in world, where consumers are in control and their privacy is always put first. With the recently released iOS 15, Apple has taken another step towards compliance with the GDPR, particularly with the rollout of Mail Privacy Protection.
Mail Privacy Protection gives all users of the iPhone’s Mail app the ability to activate advanced privacy features, while preventing marketers from using invisible pixels to collect information about their behaviour. Consumers who activate this feature will be more anonymous than ever, which presents new challenges for marketers, specifically in regard to one of the primary revenue drivers for brands: email.
Marketers will have to brace themselves for the following impacts to email marketing:
- Apple stops senders from knowing when a user opens an email, making it difficult for brands to track open rates correctly.
- iOS 15 masks the IP address of
Article source: https://www.marketingweek.com/ecommerce-brands-solve-challenges-ios-15-sms-marketing/
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