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Apple Mail privacy updates: Implications for online businesses and Fresh Relevance’s approach

Apple Mail privacy updates: Implications for online businesses and Fresh Relevance’s approach Headshot

By Mike Austin, CEO & Co-founder

Apple Mail privacy updates

June 2021 has seen a series of new privacy updates from Apple, including the announcement of their Mail Privacy Protection initiative. This update is designed to help users prevent senders from knowing when they open an email, and masks their IP address so it can't be linked to other online activity or used to determine their location. 

Craig Federighi, Senior Vice President of Software Engineering at Apple said, "Every year, we push ourselves to develop new technology to help users take more control of their data and make informed decisions about whom they share it with." And with growing consumer concerns over privacy and the so-called cookie apocalypse on the horizon, these updates perhaps come as no surprise. 

Read on to learn more about the potential implications for online businesses and how Fresh Relevance clients can continue to succeed amidst the changes.

Live content

Live email content is content that populates at the time of open, rather than the time of send. Live content can include countdown timers and weather-based content.

The upcoming changes mean that most email content will no longer be loaded at open-time within Apple Mail, which will have implications for the use of live content in emails to recipients using Apple Mail.

Fresh Relevance's approach

Email content powered by Fresh Relevance will be generated between send time and open time within Apple Mail.

Apple Mail opens every single email you send. With some dynamic image providers, this will massively increase your costs. Fresh Relevance provides unlimited opens at no additional cost, so you can continue to send to your audience without worrying about a huge bill. 

Location-based content

Location-based content helps you engage your recipients by tailoring the experience based on where they're located, ensuring that they see offers most relevant to their current context.

The Apple updates have implications for location-based content, since there will be limited availability of locations based on the opening IP addresses.

Fresh Relevance's approach

With Fresh Relevance, you can send location-based content based on CRM location instead, meaning you'll still be able to engage your subscribers in this way. You can configure Fresh Relevance to use the CRM data in preference, or to use it if the open location isn’t available. 

At Fresh Relevance, we’re passionate about helping our clients succeed with personalization whilst protecting consumers’ right to privacy and transparency. 

Learn more about future-proofing your personalization strategy in our Personalization Buyer’s Guide to Identity Resolution.

Apple Mail privacy updates: Implications for online businesses and Fresh Relevance’s approach Headshot

By Mike Austin

CEO & Co-founder

Mike Austin is co-founder and CEO at Fresh Relevance. Recognizing the challenge of data aggregation in the ecommerce space, Mike launched Fresh Relevance in 2013 with co-founders Eddy Swindell and Pete Austin to solve this need and optimize the customer journey.