PSA: Are Apple’s New Privacy Protections Messing With Your Email Metrics?


By Julie Price

November 18, 2021

In September, Apple launched new privacy protections for its Mail app that may be making it harder to measure the effectiveness of your email campaigns. Users who opt into the new protections may appear to have opened your emails even if they never do, making open rates appear higher than they really are. 

For the time being, you may want to lean more heavily on other engagement metrics (actual click-throughs and donations) when assessing your email communication effectiveness.

Looking for more info on how these changes may be affecting your digital fundraising? Our colleagues at M+R put together a helpful Q&A a few months back. Keela also shared some tips on how to manage this change, and Forbes recently summarized the impact of various privacy protection efforts on digital marketers.

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