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?