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Marketers believe Apple’s Mail Privacy Protection spells major change for email advertising
Over two-thirds (67%) of marketers say a recent update to tech company Apple’s Mail Privacy Protection (MPP) has led to a radically different email advertising landscape.
This insight was found by a study from business software comparison company GetApp. It surveyed 299 marketing executives from 275 businesses to determine the likely impact of Apple’s decision to give users of devices like the iPhone and iPad the option to deny email senders from collecting their data.
Why it matters
Apple’s MPP rules will surely impact brands in unforeseen ways, making email marketing more difficult and generating the need for fresh, creative solutions. Marketers must acknowledge the effects of this update and learn about its specificities in order to plan for the future.
Eighty-four percent of marketers surveyed said that email marketing is an integral part of the way they do business.
Another 57% report that MPP has disrupted their email strategy, and made it more difficult to reach consumers.
The study showed that there is wide misconception around the specificities of MPP; 77% of marketers polled mistakenly believed that Apple users have no choice in opting out of tracking
Most marketers (70%) want training to help them understand and cope with the recent change.
The big idea
“Even though MPP hasn’t brought about a huge impact to email initiatives yet, marketers can expect that it will further disrupt the technology they leverage for email marketing. That’s why it’s important to have a plan.” – Meghan Bazaman, senior content analyst, GetApp.