New GetApp Research Reveals Marketers Expect Significant Changes in Email Marketing Strategies in Light of Apple’s Message Privacy Protection (MPP), But Still Have Misconceptions about how the policy will affect their business. The study looked at email and social media marketing tactics at over 275 companies and found that 64% of marketers believe MPP will change email marketing forever.

In the survey, 84% of marketers say email marketing is critical to the success of their business. However, MPP – a new option in Settings for Apple iOS 15 devices that prevents email senders from collecting user information – prevents email marketers from accurately measuring open rates. , the top email marketing performance metric used by nearly two out of three marketers. Additionally, 57% of marketers admit that MPP has negatively impacted their team’s ability to capture customer data. As consumer privacy regulations tighten, marketers are forced to innovate email marketing practices that support business goals.

Although 65% of marketers surveyed indicate they are aware of MPP, there are misconceptions about the new privacy change. A majority of marketers (77%) mistakenly believe that updates have been automatically enabled for iPhone users, when in fact users need to subscribe to the update. Misconceptions like this indicate why 70% of marketers want additional training and education on the full impact of MPP as it relates to their business.

“While MPP has yet to have a huge impact on email initiatives, marketers can expect it to further disrupt the technology they leverage for email marketing. That’s why it’s important to have a plan,” says Meghan Bazaman, senior marketing analyst at GetApp.

The study confirms that marketers need to educate themselves more to understand how MPP will affect their email marketing efforts. Sixty-one percent already say the new privacy change has given their company the opportunity to innovate their email marketing strategy. It’s time for marketers to reevaluate tactics that rely solely on open rates and update them with new performance metrics.

If you’re ready to take the next steps to prepare for MPP updates, visit GetApp.com to see which marketing automation software (or other tools) are best for your business to weather these new changes.

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