Apple iOS 15 Impacts on Your Budget

By now, we’ve all heard about iOS 15 and the possible impacts it could have on our email marketing programs due to the new privacy features it includes.

This is the third post in a series going over the major three areas of impact iOS 15 will have on email marketing. The third is your budget! 

What You Need to Know About the iOS 15 Update

First, let’s go over exactly what we know about the iOS 15 updates.

Starting this fall, Apple Mail will start to pre-open all emails for those that use Apple Mail and have opted into their new privacy features. This will mask details about the open including location, time, and even if the recipient opened the email at all.

“Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. [It prevents] 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,” Apple said in their announcement.

This means all emails sent to those using the Apple Mail client who have opted into Apple Mail Privacy will have their emails pre-opened by apple. All the images within those emails will be rendered whether or not anyone actually opens the email.

Your Bottom Line

The bottom line is that your cost for email image personalization solutions could go up.

Since many of these solutions’ pricing models are based on opens, and opens are obviously going up if Apple opens all of these emails, you should be prepared for a potential increase in cost. 

How Much of an Impact Could This Have?

Well, for now, it’s a little hard to say, but we crunched some numbers.

Apple device usage is estimated at about 46% and the adoption of the new Apple Mail Privacy is likely to be on the high end. All this means is that your “open” rate is going to go up — and by a lot.

Our math shows it could be as much as a 250% increase. Obviously, that could translate to a significant increase in cost.

What Can You Do About It?

While these numbers might be a bit frightening from a cost perspective, we’ve come up with some remedies that allow us to keep the costs for our customers down.

Zembula customers, current and prospective, will not see any increase due to Apple opens. We are built on new technology that is more efficient and allows us to offer cost continuity to our customers. 

Zembula can help you continue to create deeply personalized email content and stay on budget.

I’d love to chat with you about your strategy and how to deal with the Apple iOS 15 updates. Email me at cheyenne.ng@zembula.com