{"id":20877,"date":"2021-07-11T00:00:00","date_gmt":"2021-07-11T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/apple-mail-privacy-protection-2\/"},"modified":"2026-09-15T10:05:23","modified_gmt":"2026-09-15T10:05:23","slug":"apple-mail-privacy-protection","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/de\/blog\/email\/apple-mail-privacy-protection\/","title":{"rendered":"Apple Mail Privacy Protection: Stirbt das E-Mail-Marketing schon wieder?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The world of email marketing imploded this week \u2013 yet again \u2013 when <b>Apple announced its new Mail Privacy Protection for the Apple Mail app<\/b> during the 2021 edition of the Worldwide Developers Conference (WWDC 2021).<\/p>\n\n<p class=\"wp-block-paragraph\">During the event, Apple announced the release of new features to help users control and monitor apps\u2019 use of their data, including options to limit email tracking on the Mail app. In other words, Apple Mail will prevent senders from knowing who opens their emails. Cue panic attack.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-6686\"><p class=\"h5 m-0\" id=\"toc-title-6686\">Inhaltsverzeichnis<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#so-whats-all-this-fuss-about\">So what\u2019s all this fuss about?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#what-will-this-mean-for-apple-mail-users\">What will this mean for Apple Mail users?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#what-does-apples-mail-privacy-protection-mean-to-email-marketers\">What does Apple\u2019s Mail Privacy Protection mean to email marketers?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#what-do-our-experts-say\">What do our experts say?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#what-can-you-do-to-get-ready\">What can you do to get ready?<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">So what\u2019s all this fuss about?<\/h2>\n\n<p class=\"wp-block-paragraph\">Well, the news has certainly gotten email senders talking about the implications these new features could have on the way we measure and track emails. The Mail Privacy Protection will launch later this year \u2013 sometime between September and November \u2013 and will affect iOS 15, iPadOS 15, and macOS Monterey devices.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">In its\u00a0<a href=\"https:\/\/www.apple.com\/newsroom\/2021\/06\/apple-advances-its-privacy-leadership-with-ios-15-ipados-15-macos-monterey-and-watchos-8\/\"><u>official announcement<\/u><\/a>, Apple says: \u201cIn the Mail app, Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. The new feature helps users\u00a0<strong>prevent senders from knowing when they open an email <\/strong>and masks their IP address so it can\u2019t be linked to other online activity or used to determine their location.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">This new feature will impact any emails users read using the Mail app on Apple devices, regardless of the email client. But what about emails read on an iPhone using the Gmail app? You don\u2019t need to worry about those \u2013 the new Mail Privacy Protection features apply only to the Mail app.<\/p>\n\n<h2 class=\"wp-block-heading\">What will this mean for Apple Mail users?<\/h2>\n\n<p class=\"wp-block-paragraph\">All around the world,\u00a0<strong>users are demanding more control over their personal data<\/strong>, and it certainly looks like (some) technology providers and countries are starting to listen. Over the last few years, governing bodies in the EU and the US have passed laws to protect consumer data privacy, like\u00a0<a href=\"https:\/\/www.mailjet.com\/resources\/learn\/gdpr\/\"><u>GDPR<\/u><\/a>,\u00a0<a href=\"https:\/\/www.mailjet.com\/blog\/email-best-practices\/eprivacy-eu-cookie-law\/\"><u>ePrivacy<\/u><\/a>,\u00a0<a href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\"><u>CCPA<\/u><\/a>, or the Virginia Consumer Protection Act.<\/p>\n\n<p class=\"wp-block-paragraph\">With the new Mail Privacy Protection, users will be able to select whether they want to protect their activity from third parties or not. If they choose the \u201c<strong>Protect Mail activity<\/strong>\u201d option, Apple Mail will hide their IP and load remote content privately.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"476\" height=\"1024\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/apple-mail-privacy-protection-476x1024.png\" alt=\"Einrichtungsbildschirm f\u00fcr den E-Mail-Datenschutz mit den Optionen E-Mail-Aktivit\u00e4t sch\u00fctzen oder E-Mail-Aktivit\u00e4t nicht sch\u00fctzen (Don&apos;t protect Mail activity)\" class=\"wp-image-4254\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/apple-mail-privacy-protection-476x1024.png 476w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/apple-mail-privacy-protection-139x300.png 139w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/apple-mail-privacy-protection.png 571w\" sizes=\"(max-width: 476px) 100vw, 476px\" \/><figcaption class=\"wp-element-caption\"><em>Source:\u00a0<\/em><a href=\"https:\/\/twitter.com\/rjonesy\/status\/1401993816001978375\"><em><u>Ryan Jones on Twitter<\/u><\/em><\/a><\/figcaption><\/figure>\n\n<p class=\"wp-block-paragraph\">Most users will likely choose to hide their activity from third parties. And while more privacy is always good news, the\u00a0<strong>Mail Privacy Protection might also come with some inconveniences<\/strong>. Open rates are used as a way to analyze engagement and clean email lists, so these users could also end up seeing more unwanted email in their inboxes.<\/p>\n\n<h2 class=\"wp-block-heading\">What does Apple\u2019s Mail Privacy Protection mean to email marketers?<\/h2>\n\n<p class=\"wp-block-paragraph\">In short, it means\u00a0<strong>senders won&#8217;t be able to track email open rates, and content dependent on location<\/strong>\u00a0<strong>won\u2019t be accurately displayed<\/strong>\u00a0when an email is opened on Apple Mail. All emails sent to Apple Mail users that have enabled Mail Privacy Protection will be displayed as opened, even if the recipient ignores it. Imagine that \u2013 100% open rates\u2026 Cool, right? Well, not so much. Automatic opens will affect the way we track and measure email performance, but it might also impact campaigns that use opens as a filter or a trigger.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/email-oeffnungsraten-entschluesselt\/\"><u>Open rates<\/u><\/a>\u00a0have been the standard go-to metric for many email marketers over the years, although some senders have started to look beyond opens to measure the performance of their email campaigns in recent times. While open rates are not the perfect indicator to determine whether a user has read your email \u2013 who hasn\u2019t opened and ignored a message before? \u2013 it has a huge impact on many aspects of the email strategy.<\/p>\n\n<p class=\"wp-block-paragraph\">We still don\u2019t know much about Apple\u2019s Mail Privacy Protection, but here are a few things that might be affected by the inability to track open rates and location:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Email performance tracking:\u00a0<\/strong>Since the open rates provided by Apple Mail users will not be reliable, senders will need to focus on alternative metrics, such as click-through rates and conversions, to calculate the success of an email campaign.<\/li>\n\n\n\n<li><strong>Email testing:<\/strong>\u00a0No accurate open rates will probably mean no accurate subject line tests \u2013 or any other kind of test that uses open rates as the winning indicator.<\/li>\n\n\n\n<li><strong>Email lists cleaning:<\/strong>\u00a0Segmentation based on open rates is not going to be an option with Apple Mail users. This means senders will probably not be able to use sunset policies and other email health strategies that use opens to keep their list clean.<\/li>\n\n\n\n<li><strong>Segmented or automated campaigns based on open metrics:\u00a0<\/strong>Some automated nurture flows, onboarding emails, and re-engagement campaigns track whether a user opens an email to determine what email they\u2019ll get next. Although it\u2019s all a bit uncertain now, these campaigns are likely to be impacted.<\/li>\n\n\n\n<li><strong>Real-time personalization:\u00a0<\/strong>Some senders use dynamic email content that varies depending on where the user is when they open the email. This type of email uses location tracking, which we\u2019ll no longer be available for Apple Mail users.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">This all sounds pretty scary, we know. But remember, these changes will only affect people using Apple Mail. In our\u00a0<a href=\"https:\/\/www.pathwire.com\/research\/email-engagement-2021\"><u>2021 email engagement report<\/u><\/a>,\u00a0<strong>only 13.3% of respondents said they used the Mail app to open and read their personal emails.\u00a0<\/strong>Those using other apps like Gmail (52.3% of respondents) won\u2019t be impacted by Mail Privacy Protection.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>In our 2021 email engagement report, only 13.3% of respondents said they used the Mail app to open and read their personal emails.<\/strong><\/p>\n\n<h2 class=\"wp-block-heading\">What do our experts say?<\/h2>\n\n<p class=\"wp-block-paragraph\">With email marketers everywhere trembling, we asked our team of deliverability and data protection experts what they thought about the news. Here\u2019s what they think\u2026 and why you\u00a0<strong>shouldn\u2019t worry too much about email marketing dying<\/strong>\u00a0anytime soon.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-6e0054f176cb9030b0f37253ad4a25c2\">\r\n            If the ability to mark email as spam didn\u2019t kill email marketing when it was introduced 20 years ago, then we don\u2019t have to worry about Apple\u2019s Mail Privacy Protection ending email marketing now. Senders will adapt and learn to look at other indicators.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/kate-nowrouzi_headshot.png\" alt=\"Foto von Kate Nowrouzi\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-6e0054f176cb9030b0f37253ad4a25c2\">\r\n                        Kate Nowrouzi                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">VP of Deliverability at Pathwire<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-0f21be84b41a203a1191ece313bd1d13\">\r\n            Apple is one of the major players in today&#8217;s ever-changing technology landscape. That is why it is so important that it does take a societal responsibility in putting privacy at the forefront of its products and features. The Internet of things, email included, is such an adaptable field. The new privacy changes will not affect marketers too much, as they will adapt and find more creative, but privacy-centric solutions.\r\n\r\n        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/darine_fayed.jpeg\" alt=\"Foto von Darine Fayed\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-0f21be84b41a203a1191ece313bd1d13\">\r\n                        Darine Fayed                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">General Counsel &amp; DPO at Pathwire<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-5a45479a8481a9338cea4cb64eec90da\">\r\n            The direct consequences of the Apple Mail change are still unclear. People in the industry have very varied opinions &#8211; some say Apple just killed email marketing, and others say it won\u2019t change anything. To me, this means email marketers will need to find other metrics to determine how well their email program is performing, instead of only looking at the open rates. And they will adapt to the new normal, and endure, as they always have.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/alexandre_zibrick.jpeg\" alt=\"Foto von Alexandre Zibrick\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-5a45479a8481a9338cea4cb64eec90da\">\r\n                        Alexandre Zibrick                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Deliverability expert at Pathwire<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-9d391c33b21d6338e89790d76f3a45d1\">\r\n            There has been a lot of chatter in the past couple of years about this sort of thing happening, so Apple\u2019s decision doesn\u2019t come as a big shock to me. It will make things more challenging, but everyone will be on the same playing field so I don\u2019t think this should be a big concern. Email is already dead, anyways &#8211; at least that is what I\u2019ve been hearing since I started working in email eight years ago!\r\n\r\n        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/06\/Nick-Schafer-New-Headshot.png\" alt=\"Foto von Nick Schafer\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-9d391c33b21d6338e89790d76f3a45d1\">\r\n                        Nick Schafer                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Manager, Deliverability expert at Pathwire<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">OK. So no need to panic. But how can you prepare for this new feature?<\/p>\n\n<h2 class=\"wp-block-heading\">What can you do to get ready?<\/h2>\n\n<p class=\"wp-block-paragraph\">First of all, breathe in slowly, and then breathe out again. Remember when we thought we were not going to survive GDPR? And yet, here we are.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Next, it is time to\u00a0<strong>start looking beyond open rates<\/strong>\u00a0as a way to measure the performance of your email strategy. Pay attention to\u00a0<a href=\"https:\/\/www.mailjet.com\/blog\/email-best-practices\/emailing-stats-meaning\/\"><u>other metrics<\/u><\/a>, including delivery rates and click-through rates, and benchmark your campaigns based on them. You should also start testing to understand what works and doesn\u2019t work with your email list. What content is your audience looking for? What drives\u00a0<em><strong>your<\/strong><\/em>\u00a0contacts to click through?<\/p>\n\n<p class=\"wp-block-paragraph\">And finally,\u00a0<strong>be even more vigilant with your email list health<\/strong>. Monitor your reputation, leverage tools like email validations to ensure list quality, and look for help when needed. At Pathwire, our team of\u00a0<a href=\"https:\/\/www.pathwire.com\/deliverability\"><u>deliverability experts<\/u><\/a>\u00a0uses a range of different metrics to monitor email deliverability. We might be biased, but we think they\u2019re the best email partners any company could wish for.\u00a0<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_ef941a108b8e76de533da290cda1797b\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Learn about our Deliverability Services            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_ef941a108b8e76de533da290cda1797b\">\r\n                Deliverability Services            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">Looking to send a high volume of emails? Our email experts can supercharge your email performance. See how we&#x27;ve helped companies like Lyft, Shopify, Github increase their email delivery rates to an average of 97%.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/de\/loesungen\/services-zur-optimierung-der-zustellbarkeit-lp\/\"  class=\"btn btn-secondary\" >Learn more<\/a><\/div>\r\n    <\/aside>\r\n\r\n\n<p class=\"wp-block-paragraph\"><i>Want to make sure you never miss another email-marketing-is-doomed moment? Sign up for our newsletter and get the latest email news in your inbox!<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple hat die neue Mail Privacy Protection angek\u00fcndigt, eine Datenschutzfunktion zum Schutz von Verbraucherdaten. Aber was bedeutet das f\u00fcr das E-Mail-Marketing?<\/p>\n","protected":false},"author":38,"featured_media":4074,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-20877","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Neuigkeiten zur Apple Mail Privacy Protection: Stirbt das E-Mail-Marketing schon wieder? - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Apple hat die neue Mail Privacy Protection angek\u00fcndigt, eine Datenschutzfunktion zum Schutz von Verbraucherdaten. 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