iOS 15更新对开放追踪的影响

Jun 9, 2021

出版商

Bird

•

类别

电子邮件

Ready to see Bird
in action?

预约演示

Impact of iOS 15 Update On Open Tracking

如果你是一个#emailgeek，你无疑已经听到了本周来自苹果公司的消息，在涉及到打开跟踪时，一个大的变化将对电子邮件产生影响。我们想分享我们所知道的和我们目前的观点，但这些信息会随着我们了解更多而变化。我们将确保在未来几周和几个月内继续更新这个帖子并分享新的内容，因为我们了解更多。

发生了什么事？

Apple announced Mail 隐私 Protection for their Mail app on iOS 15, iPadOS 15, and macOS Monterey devices. 根据苹果公司的说法, “Mail 隐私 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.”

这是什么时候的事？

虽然尚未确定日期，但预计最早将于9月推出，但可能晚至11月。

How will users control their Mail 隐私 Protection via their iOS 15 Mail app?

以下是隐私保护功能将如何呈现给所有iOS 15用户。

Image source: Ryan Jones on 推特。

What are the resulting implications when “Protect Mail Activity” is selected by a user?

我们这边的测试已经证实，在某些情况下，苹果公司在电子邮件中预装了图片，甚至对于没有被打开的电子邮件也是如此。这意味着几乎所有使用邮件应用程序发送给收件人的邮件都可能有混淆的结果，显示出错误的打开。

Does it matter if the user is on Gmail or some other mail service?

邮件服务在这里并不重要。邮件被打开的终端才是重要的。如果邮件是在iOS 15、iPadOS 15和macOS Monterey设备上的邮件应用中打开的，它将可以选择不通过上面截图中显示的用户隐私选择进行跟踪。

如果用户使用的是iOS 15，并且使用的是Gmail应用呢？

并非只有操作系统允许这种追踪。只有当用户拥有iOS 15并通过本地苹果邮件应用检查他们的邮件时，才会出现这种情况。如果用户使用Gmail或其他非Apple Mail的邮件应用，即使是在iOS 15上，隐私控制也不会生效。

作为一个电子邮件发件人，这是否意味着我将无法跟踪苹果邮件用户的打开次数？

我们确实认为，当 "保护邮件活动 "选项出现在他们面前时，许多用户会选择加入。我们认为报告会夸大打开次数，因为苹果似乎正在通过中继或代理为选择了隐私的用户加载跟踪像素。我们的测试证实，在某些情况下，苹果在电子邮件中预先加载图像，即使是未被打开的电子邮件。

点击率如何？对这些的追踪是否会受到影响？

In our testing, we’ve determined that when “iCloud Private Relay” (which will be a part of the new iCloud+ offering) is enabled all web browsing activities through Safari are encrypted and routed through 多个代理服务器. One interesting point to note is that Private Relay (at, least on our test device) worked just as well over HTTP or HTTPS. This behavior is different than some sites are reporting, but in multiple tests our actual IP address was masked over both HTTP and HTTPS sites.

Additionally, early testing indicates that Apple will not modify the querystring nor are they changing the user agent string. So, first-party click tracking will likely not be impacted by this feature.

When configuring Private Relay, the user is presented with two options for protecting their location information. ǞǞǞ user can choose to have an anonymous IP address that preserves the user’s approximate location or they can choose to have an IP address that will be located in a broader region. In our testing, the IP address when choosing the first option was located in the metropolitan area that the test lived within, but not identifiable to their home neighborhood. When choosing the broader region option, the IP address was in an entirely different state, but still in the same country. Assuming this behavior remains the same in the future, sites will still be able to use the IP information to make privacy compliance, segmentations, and similar geographic/regional decisions.

How many people use Apple’s Mail App?

As the world’s largest email sender delivering 40% of the world’s commercial and transactional email, we have a fairly good view of the world’s email footprint. In our 2021年基准报告, we saw 38.1% of all opens and clicks coming from one of the Apple Mail app clients, with 25.7% on iPhone, 9.6% on desktop and 2.8% on iPad. This is second only to Gmail (on mobile and desktop) as the largest market share of any device/client family.

苹果为什么要这样做？

Apple has long held the belief that privacy is a fundamental human right. It matches what a lot of governments in industrial nations across the world have been leaning into. This is something they are able to do as the owner of the distribution channel, and it’s a trend we’ve seen Apple follow with capping the IDFA tracking on other apps on the App Store, which 已与来自Facebook的斗争. Apple initiated these types of changes in email last year when they launched the Private Email Relay service which allows users to sign into apps with an anonymous, unique email address. With the release of iOS 14.5, when US-based users were prompted to authorize tracking by an app, 96% of the time they opted out of tracking, so we believe adoption of this new privacy feature will be extremely broad. We’ve also seen the demise of 第三方cookies in the advertising industry, including on Apple’s Safari. It was inevitable that Apple would lean into privacy on open tracking too.

How much will this impact email senders?

Opens are not a perfect metric, and it has always come with flaws. It does, however, tell you engagement trends over time. Some call it a vanity metric, which is a myopic view. ǞǞǞ technology behind opens powers more than an engagement metric (even if that metric is flawed). It also makes a lot of the cool innovation in the email space possible, which is now up to question.

这里有很多东西需要解读，但这里是我们认为影响将是什么。

缺少能够使用开放作为名单卫生/细分战略的一部分。 Without access to opens, senders will need to rely on clicks and deeper behaviors to know if a real human is still there and interested in the content to keep receiving it. Opens (and the lack-thereof) have long been an important leading indicator of user disengagement which promoted early removal/retargeting of disengaged users. Some senders might even fall into bad sending practices by not having this metric to use for segmentation. We suspect Q4 (and beyond) deliverability might be challenging for some senders that aren’t ready for this.

依赖于开放跟踪的主题行测试将是有缺陷的。 This will no longer be an easy thing to test for Apple Mail users. Metrics like clicks and conversions that are further down the email conversion funnel from the subject line will have to be used. Companies that use Natural Language Processing to optimize subject lines will need to rethink their strategy in order to update the algorithms that support the effectiveness of their products when it comes to recipients using the Mail App. However, subject line testing that relies upon data from panel engagement, such as SparkPost subject line predict and subject line advisor, will continue to provide relevant insights and predictions.

发送时间优化也会有缺陷 because it often takes opens into account as part of its algorithm to determine the right time to send the email based on open and click engagement. We do believe that products like Verizon’s View Time Optimization will be unaffected by this.

开放时间的个性化/实时内容将被打破。 We’ve seen cool innovation in recent years with weather widgets and store locators based on your location 在 time of open. Other innovations that will be impacted will be device trackers that detect the operating system to tell you to download the app via the App Store or Google Play. Countdown timers will probably not work due 到 caching by Apple at mail inception. Anything that draws from context 在 time of open (location, time, device, etc) through open tracking is potentially at risk.