The iOS15 Inside Scoop For Marketers

Nov 02, 2021
Danielle Briner

So, what’s the tea on Apple Mail’s new Privacy Protection? Essentially, consumers have the choice to opt-in, which prohibits email senders from using invisible pixels to aggregate their data and hide their IP addresses, along with any associated contextual data on the consumer. 

As a result, enterprise brands have to re-evaluate their marketing strategies to ensure that they’re still reaching their consumers. These new strategies will likely include aggregating more customer information from zero- and first-party data.  

Catch the TL;DR here!

I’m new here. What is the difference between zero and first-party data? 

Zero-party data is data that your customers intentionally share with you. This can include personal data, which is used as contextual data in MessageGears, or a wishlist of purchase intentions, communication preferences. First-party data, on the other hand, provides insight into the customer from analytics and user behaviors with the brand. 

I am an I.T. professional. What does this mean for me? 

Into tech? You may want to read more here! MesssageGears has you covered, and has dug a bit deeper into the technical details in our product blog! 

I am an enterprise marketer. What does this mean for me? 

Right in the MessageGears platform, you can either view your messaging metrics or choose to export them into a familiar system your team is already using for analytics, such as Tableau. 

Wondering about standing out in the inbox? MessageGears has you covered here too! 

Whether you’re using additional tools in your marketing toolbox or MessageGears’ entire customer engagement platform to reach your customers, our customer success team can help you utilize your real-time data for powerful personalization. 

MessageGears’ suite of contextual data gives you endless opportunities to personalize your marketing campaigns at scale for relevance in your customers’ inboxes. 

Looking for an example? 

Check out how Top 10-Big Box Retailer, The Home Depot, engages their customer base at multiple touchpoints

Insert a screenshot of a marketing message with highly personalized items. 

Digging Into Mail Privacy Impacts on Data Collection + Customer Interactions 

Since Mail Privacy Protection impacts aspects of personalization by removing pixels and IP addresses, conventional marketing strategies may not cut it anymore. Customer touchpoints via email will now require integrating zero- or first-party data to replace strategies that once revolved around tracking pixels. 

With the extra layer of security around hidden pixels in dynamic images, Apple will cache images before a user opens an email. By caching and filtering these images, any invisible pixels in the email will create a 100% false open rate and register back to the sender as “read” in any tracked metrics —rendering the “open rate” metric unusable for all recipients using Apple Mail. Metrics like “clicks” will become the fundamental measure to track message performance. 

How Does MessageGears help? 

Luckily, MessageGears is purpose-built for optimizing customer engagement by driving powerful personalized campaigns for relevance in the inbox at scale for enterprise brands like Chick-fil-A, T-Mobile, Expedia, and more. 

Although Apple Mail accounts for nearly 38% of the email customer market, don’t fret. These new privacy actions by Apple don’t mean enterprise marketers need to trash all their personalization plans, especially if they’re set up with MessageGears. As we explored above, it’s time to gear up with zero- and first-party data strategies, including customer preferences, contextual data, and user-engagement metrics. 

This shift particularly highlights MessageGears’ first and foremost value proposition, which is connecting directly to your customer data in your modern data warehouse in real-time for real-time relevance in your customer’s inbox. 


This is the perfect opportunity to launch your customer data collection and communication strategies into the future with a modern data warehouse and MessageGears’ customer engagement platform in your marketing toolbox. 

Greater privacy protection may become a hurdle for your marketing team to jump over, but in the long run, can provide insight into how consumers and brands alike will affect the modern marketing landscape in the future. 

As always, MessageGears is here to ensure that enterprise marketers grow with their personalization strategies to deliver best-in-class cross-channel messaging and gear up customer engagement amongst increased privacy measures in a large chunk of the market. 

About the Author

Danielle Briner

As the Product Marketing Manager at MessageGears, Danielle Profita Briner oversees the creation and execution of our Go-To-Market Strategy for the entire MessageGears product suite. She applies her background in content strategy and software to organize, establish, and produce meaningful content for our current and future clients.