关于iOS 15邮件隐私保护变化的4个不明显的影响的见解

Aug 25, 2021

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克里斯-亚当斯

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电子邮件

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4 Insights on the Not-Immediately-Obvious Impacts of iOS 15 Mail 隐私 Protection Changes

Back in June, we initially reported about the upcoming changes in iOS 15. Since that time, there has been a lot of discussion, articles and 网络研讨会 about the topic.

There’s no doubt the iOS 15 Mail 隐私 Protection changes are significant and will have a direct impact on how marketers track the success of their email programs. When faced with such a drastic and sudden change, it’s only natural to try and seek out ways that will keep or rationalize the status quo.

以下是关于iOS 15变化的更细微和不太明显的影响的四个见解。

1.影响超越iCloud.com电子邮件账户

Mail 隐私 Protection will impact any email account that is set up within the Apple Mail.app in iOS 15, iPadOS 15, or MacOS Monterey. Generally, we expect this to impact 30-40% of a recipient’s user list.

2.用户不需要主动使用Mail.App来发送邮件，就会受到邮件隐私保护的影响。

Let’s consider a common scenario: a user sets up their email account in Apple Mail.app, Gmail’s App, and also routinely makes use of the Gmail Web App. Even if the user rarely (or never) opens their email in Apple Mail.app, Mail 隐私 Protection will still pre-load images because the email account was set up in Apple’s Mail.app. In this case, a sender will see opens from Apple’s image proxy and Gmail’s image proxy.

3.定期监测用户代理字符串的变化

Per 谷歌, a browser’s user-agent string helps identify which browser is being used, what version, and on which operating system. Currently, the user-agent string that Apple’s proxy servers are sending when requesting images is Mozilla/5.0. While there is no direct indication that this belongs to Apple’s image proxies, our testing indicates that the string 确实 accurately identify requests coming from Apple’s image proxies. This, in turn, may allow senders to filter out Apple proxy opens from their metrics or segment them differently. It is unknown whether Apple will change this in the future. As such, it will be important for senders to monitor for changes to this string and to adjust accordingly.

4.不要依赖技术黑客或变通方法

History has shown us that any technical workarounds to bypassing privacy-related functionality are often short-lived, harms your reputation, and are quickly closed. Even though early testing indicates there are some workarounds to Apple’s preloading of images, we believe senders should not rely upon or use these workarounds.

在早期的测试中观察到以下邮件隐私保护的限制。

预加载主要发生在用户在wifi上和插电时。
Early testing indicates that preloading only happens when the user is on wifi and their phone is plugged into power. This behavior is a little unexpected and will be interesting to observe as Apple moves to General Availability for iOS15. In practice, what this means is that the open events are even more random than initially thought. It seems open events can occur when the user actually opens the message, or when the user hasn’t opened the message but is on wifi and the phone is charging – or some other combination of events that Apple decides. All of this points 到 same conclusion: open tracking on Apple devices can’t be trusted.
当图像通过外部CSS加载时，用户发起的打开事件被触发。
Testing also indicates that user-initiated open events are triggered when the image is loaded via an external CSS file. While on the surface this might seem like good news, we strongly recommend against using this approach. It’s extremely likely that Apple, like HEY already did, will close this loophole. (阅读推特上的内容)。

但还有一个更根本的原因是不要使用这种方法：选择了邮件隐私保护的用户已经明确表示他们不希望供应商通过邮件打开来追踪他们。使用这类变通方法背叛了用户的信任，是不好的做法，并最终损害了你的品牌声誉。