Data Privacy Challenges to Email Personalisation

Chapter 6 of Segmentation and Personalisation in Email Marketing

Apple’s recent privacy updates have affected email marketing programmes, bringing challenges to measurement and personalisation. This chapter looks at the impact of these changes.

By Kath Pay

As regulation has increased, data privacy has become a prominent topic for marketers in recent years. This chapter looks at some of the challenges brought by Apple’s introduction of more robust privacy features. It covers:

Apple update: How did privacy features included Apple’s iOS 15 update directly affect email marketers?
Measurement: Measures of email open rate were affected after the introduction of Apple’s Mail Privacy Protection (MPP) feature. How have marketers responded?
Personalisation: How has MPP directly affected real-time content personalisation, and what can marketers do to maintain relevancy in communications?