Is Apple putting a stop to email tracking pixels?
“An email can make or break a potential opportunity for you, so send wisely.” – Leila Lewis
Every image on the Internet is stored on a server. Then, whilst you surf the Net, it’s automatically downloaded by your computer. Your PC’s image requests can let those servers track your activity across the web. In terms of email, those images allow senders to track when and if a recipient has opened their email by adding an itty-bitty image called a tracking pixel.
At its Worldwide Developer Conference (WWDC) Apple announced a few updates, one of which – Mail Privacy Protection – could be a growing concern for email marketers. The new feature will effectively restrict email service providers – and advertisers – from gathering email tracking pixels from their recipients – i.e. email marketers will not be able to collect information about their audience.
Apple’s Statement –
“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 activity or used to determine their location.”
Email marketers have been using tracking pixels since 1900-and-frozen-to-death to measure engagement rates, evaluate email campaigns’ success and, ultimately, send more personalised follow-up campaigns. Not to mention tracking pixels are considered best practice and commonplace marketing practice.
Massive companies such as British Airways, TalkTalk, Vodafone, Sainsbury’s, Tesco, HSBC, Marks & Spencer, ASOS and Unilever are all using tracking pixels. Do you believe they are invading your privacy? Or, are they making sure there’s a way for them to send you more relevant and beneficial emails to improve your experience?
This update will definitely cause a ruckus among brands and marketers who use email marketing to target their audience and promote products/services. What do you think?
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