Pictured: An imperfect email metric, balloon-ified. Microsoft Outlook, Mozilla Thunderbird, AOL, and Yahoo are configured by default to block automatic picture downloads, and Gmail loads images inconsistently. Cool, huh?īut this is the important part: these open pixels are not perfect.They were not perfectly accurate last week, last month, last year, or three years ago. Images are loaded upon open (in theory), so when that image renders in the email reader, that counts as an open. It’s a small, transparent, 1x1 pixel image that is placed in your email by yours truly (by which I mean Action Network). Opens are measured via an open tracking pixel. Let me preface this by saying: opens are not, and have never been, a perfect metric.If you only (or mostly) rely on opens for your email metrics STOP.
When the iOS 14.5 update came out, 87% of users selected “ask app not to track” rather than opt-in to data collection. The Mail Privacy Protection feature will likely have a high adoption rate. Not everyone will receive it all at once (I see all of you who procrastinate on updating your devices), but within a couple months it should be fully out. Like many of Apple’s updates, this will be slowly rolled out, probably starting in September. This update will likely see a similar adoption rate. When the iOS 14.5 update came out (the update that messed with your ads program), 87% of users selected “ask app not to track” rather than opt in to data collection. It will likely have a high adoption rate. Much like the iOS 14 update, where users were asked if they want to allow apps to track, users will be prompted to opt-in to the Mail Privacy Protection feature when they open the Mail app the first time after the update. But it affects everyone using the native Mail app - if they opt-in to the feature - regardless of what email service provider they use (their whatever). Note that this only affects people using the native Mail app, not the Gmail, Yahoo, Outlook, or whatever other apps. So basically, if someone uses the native Mail app on any Apple device, the email could show as an open, regardless of if they actually opened the email or not.
Though we don’t know for sure, it seems Apple will pre-load the email, which could show false opens.
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