Apple’s iOS15 Changes: What Does it Mean for Email Marketing and the Potential Impact on Inbox Performance?

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Sam Holding 07 Sep 2021

Opinion

The announcement of Mail Privacy Protection by Apple in June this year could have a significant impact on email when it comes to tracking. The MPP feature will hide users IP addresses, meaning senders will no longer be able to accurately track email engagement.

Whilst it will take some time for people to update their iOS, this change will likely kick in when the deprecation begins.

As an email sender, does this mean I won’t be able to track opens for Apple Mail users?

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Sam Holding

Sam Holding is Head of International at SparkPost, leading the company's international operations (sales, marketing, customer retention) for its email technology and analytics products. Prior to SparkPost, Sam Holding was Senior Director, EMEA at Oracle Data Cloud, where he led a team responsible for measurement, context and audience partnerships with publishers and platforms. He has more than 20 years of experience in digital marketing, data products and ad technology, having worked at Trinity Mirror, France Telecom, Experian and Adform before joining Datalogix, which was later acquired by Oracle Data Cloud. Throughout his career, Sam Holding has held many senior management assignments, successfully recruiting and growing teams delivering exceptional commercial results on a consistent basis.