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If a newsletter is suddenly going to spam folders instead of the inbox, for example, that would surface as a suspiciously low open rate. In other words, open rates on their own don’t tell you much, except that something is going wrong. Open rates are like the “check engine” light for newsletter and email list operators, said Dan Oshinsky, an email consultant and former director of newsletters at The New Yorker and BuzzFeed, in a blog post on the Apple email news. In addition to offering users the option to anonymize their email addresses, Apple will remove the tracking pixel attached to emails – which is how senders see if a recipient opened their email. But it’s not a much-used service and never impacted LiveRamp’s identity graph, he said.īut for newsletter providers, Hide my Email may be an analytics disaster for any entirely different reason. Two years ago, Apple introduced a single sign-on service that let iOS users store login credentials with Apple, which is mandatory for any apps that offer other login services like Google or Facebook, and that single sign-on also blocks the email address from the developer or publisher, said LiveRamp SVP of addressability and ecosystem Travis Clinger. But will it reach critical mass? Perhaps not.įor one thing, the feature seems to apply only to a narrow slice of the mobile consumer base – Apple audiences who have the latest iOS, are logged in to iCloud and use the native Apple Mail app as their email service.
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If Hide my Email becomes a popular feature among iOS users, it could be a wrench in the gears of first-party data collection and online identity resolution. The general sentiment right now is uncertainty. Specifically, Apple introduced “Hide my Email,” a feature that generates fake email addresses that forward to someone’s real address, so people can sign up for newsletters or complete digital registrations without giving away their email to any company except Apple. Newsletter operators may ask that question more often, after Apple announced new privacy protections for email users earlier this month at the company’s annual Worldwide Developers Conference.