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Apple are releasing two new privacy features in iOS 15 (Apple Mail Protection and Hide My Email) that will change the way small businesses use email marketing forever. In this video, I’ll share my thoughts on these new privacy changes and what your business can do to prepare now.

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0:00 – Apple vs Email Marketing
0:40 – Apple Mail Privacy Protection
1:18 – Hide my email privacy feature
3:17 – What can you do now to prepare?

So we’ve all probably heard how Apple is going after Facebook with their new privacy changes. But it turns out Facebook might not be the only company affected. This new privacy update could affect email marketing (and even cold email) using email marketing tools such as Mailchimp, ActiveCampaign, WoodPecker, Kartra Mail, Constant Contact, Campaign Monitor, Hubspot and more!

In fact…

If you send emails in your business to potential clients, or even existing clients – there are going to be some big changes in the way that email marketing will work.

So, what’s going on?

In iOS 15, Apple are introducing new privacy changes that will affect email marketing.

The first, is something called “Mail Privacy Protection”.

So, right now, when you send out an email to your leads…

You can typically track their location
Their IP address
Whether they opened the email
What day and time they opened the email
And more

But with Apple’s new Mail Privacy Protection feature, all of the information will now be gone…

Now, if you thought that was bad… It actually gets a little bit worse.

Because there’s also another privacy feature called “Hide my email”

Hide my email means that if you have an opt-in form on your website or on one of your landing pages, Apple will give users the option to hide their email.

So Apple will create a random iCloud email address which hides the persons REAL email address. And any emails the business sends to this iCloud email address will be redirected to the users real email address. So the business that asks for the email, will not actually know the persons real email address.

Now you might be thinking, well its not so much of a big deal, because the random email address will still redirect the emails to their real email address right?

Well, that’s where another problem comes in.

The random email address that apple creates can be deleted by people at any time at the CLICK of a button.

So this means, if you’re sending emails to someone using the hide my email feature, your emails could be delivered to that person without any problems. But one day – they could at any time delete this email address – causing your emails to suddenly bounce back and not get through.

So, what this mean for your business and what can you do about it?

First of all it’s good to be aware of what’s happening.

Because if you don’t know about this change, you might suddenly see a big drop in your email open rates and think what’s going on? Am I doing something wrong in my emails?

And it’s most likely not because people are NOT opening your emails, it’s just because of Apple’s new Mail Privacy Protection.

So if you suddenly notice a drop in email open rates after iOS 15, don’t be too alarmed, it’s most likely just because of this new Apple privacy change.

Or if you suddenly see a bunch of random iCloud email addresses when you generate leads, you’ll know its probably people using the “Hide my email” feature.

So being aware of what’s happening will help you avoid thinking maybe something is wrong with your marketing campaign, when in reality its just part of Apple’s new privacy updates.

The other thing you can do, is in your follow up emails, give people a reason to WANT to receive your weekly emails.

So this is where you need to think very carefully about what you’re actually emailing them.

Have a look right now in your email marketing software and see what kind of emails get the best results and what kind of emails get people unsubscribing. And focus on creating more emails that provide value and help people. That way they won’t want to delete their email address.

So, these are just two new privacy related Apple iOS features I wanted you to be aware of that may impact your digital marketing.