More than half of marketing emails threatened by iOS 15

Rob Clapp

An overview of email opens and the impact of iOS 15 on email marketing.

Apple's popularity as an email service and the company's push into data privacy means the ability of advertisers to understand the performance of their email marketing campaigns is being challenged, according to data from email marketing company Litmus.

As part of the recently launched iOS 15, Apple says the Mail Privacy Protection feature "hides your IP address, so senders can’t link it to your other online activity or determine your location. And it prevents senders from seeing if and when you’ve opened their email".

This will inflate the open rate metric for marketers as the Apple Mail app...

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