In light of the new Apple iOS 15 features that let users control and watch the use of their data, we took a deep dive into these features to figure out what this means for us digital marketeers and how we can expect these features to affect us in the future.
So, what are these new features?
· Hide My Email
Hide My Email lets users share unique, random email addresses that forward to their personal inbox anytime they wish to keep their personal email address private.
· Protect Data from Third Parties
In the Mail app, Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. The new feature helps users prevent senders from knowing when they open an email and masks their IP address so it can’t be linked to other online activities or used to figure out their location.
· Private Relay is a new internet privacy service that’s built into iCloud, allowing users to connect to and browse the web in a more private way. When browsing with Safari, Private Relay ensures all traffic leaving a user’s device is encrypted, so no one between the user and the website they are visiting can access and read it, not even Apple or the user’s network provider.
Which areas in Marketo Engage might be affected by these new features?
Here is a look at the potential areas of impact within Marketo Engage.
There is no way to find which open email activities are machine-generated, and which are not. Machine-generated opens will likely increase the overall number of opens, but by how much is hard to know.
Email opens can be inferred through email link clicks without the open-tracking pixel being activated, but reporting may be affected. The “Opened”, “% Opened”, and “Clicked to Opened Ratio” columns in Email Performance Report columns may have less exact data. Also, any open-related measures or fields in Revenue Cycle Analytics Email Analysis Report may have less exact data.
· A/B Testing
If you use Opens as Winner Criteria, then test results may be affected since this criterion relies on exact email open tracking.
· Web Personalization
The “Location” and “Industry” firmographic Web Segments may not match as they had before. This is because the segment attributes are derived by doing a lookup using the client IP address.
· Inferred Fields
Since client IP address may not be as accurate, Inferred Fields may be affected. Send In Recipient Time Zone can use inferred fields to calculate time zone (as a fallback when known location fields are not populated). Lead to Account Matching can also use the inferred company name field in matching logic.
So what can I do now to prepare for these changes in iOS 15?
"Neglecting to take action won’t be ideal for your business as iOS accounts for 53.66% of the market share, followed by Android at 46% in the US."
· Review your usage of the product areas described above and assess potential impact.
· Reduce dependency on email open rates.
· Look for activities from the click onward to measure engagement. Think about how you measure the success of your email campaigns and how email opens fit into your overall method.
· Gather device and OS data to understand potential impact. This can be done using either Email Insights or Smart Lists as described here.
Interested in learning more on how to future-proof your Marketo instance?
Don't hesitate to get in contact with us!