14 Ways Email Marketers Should Adapt to Apple’s Mail Privacy Protection

Apple’s announcement on June 7 of new privacy protections, debuting this fall in iOS 15, iPadOS 15, macOS Monterey, and watchOS 8, has generated mixed reactions. Some marketers fear the demise of email marketing, while others have dismissed the announcement as a non-event. We think the actual result will fall somewhere in the middle, but marketers should prepare for impact to analytics, deliverability, and email design.

To serve subscribers well and maintain email marketing performance, marketers will need to adjust email marketing activities. Before we discuss those adaptations, let’s talk about exactly what changes Apple is making, keeping in mind that the following descriptions and our recommendations are based on our current knowledge and understanding and may change based on what Apple ultimately releases.

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