Helping Hachette UK reach 150k new customers with Adobe Campaign
Apple’s iOS 15 and Mail Privacy Protection affected marketers worldwide. Here’s how TAP CXM’s Adobe Campaign consultants created a fix for a UK charity.
There’s no denying that the privacy enhancements baked into iOS 15 are good for users. But when the new features launched in September 2021, Shelter UK – like most brands – noticed some alarming issues.
In particular, Apple’s Mail Privacy Protection (MPP) feature was causing havoc with email marketing data in Adobe Campaign. Open rates doubled from ~25% to nearly 50%, distorting data and diluting reporting quality.
According to Statista, only 1 in 4 iOS users has opted into tracking. Seventy-five per cent are still hidden from senders.
In a word? No.
MPP hides the recipient’s IP address using proxy servers that are inaccessible to mere mortals. We’re not even sure if Apple can access the data. There’s also no out-of-the-box way to access individual user data in Adobe Campaign Standard.
But TAP CXM Technical Consultant Jack Willis saw past the symptom to the underlying issue.
The development of auto open detection has helped in monitoring engagement rates and testing factors that impact open rates. It has also enabled the use of audience segmentation without drastically changing the contact approach, making it very helpful for successful campaign strategies.