New Litmus Report Showcases Impact of Apple Mail Privacy Protection for Litmus Users

Apple Audience Report equips marketers with data to prepare for the iOS 15 update, Apple Mail Privacy Protection

Litmus, a leader in email marketing, announces Apple Audience Report, a new section in its Email Analytics feature. The new analytics report allows marketers to garner a baseline of Apple Mail usage among email subscribers. Litmus users can view anonymized metrics, such as open rate, email engagement, Apple reading environment, and dark mode usage, all within an easily digestible dashboard. Equipped with insightful metrics, the Apple Audience Report allows email marketers to better prepare for the iOS 15 update and Apple Mail Privacy Protection, continuing to deliver the personalized touchpoints consumers crave.

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According to the Litmus Email Client Market Share, in 2020, Apple iPhone, Apple Mail, and Apple iPad accounted for nearly half of all email opens. With Apple Mail Privacy Protection looming, the potential lack of data will significantly impact email marketers, entire marketing teams, and even consumers. Without a reliable baseline of Apple subscriber usage, Mail Privacy Protection will cause inaccurate and inflated open rates, unworkable geolocation, prints and forwards data, and negatively impact activities like A/B testing subject lines.

“At Litmus, we aim to provide our customers with the necessary performance metrics needed to continuously deliver personalized, effective email campaigns with confidence and ease-of-use,” said Erik Nierenberg, CEO of Litmus. “The new Apple Audience Report, a key part of our Email Analytics feature, allows marketers to proactively gather insights to understand their current Apple audience better and prepare for the potential impact of Apple Mail Privacy Protection. With access to this report, our customers continue to feel empowered to deliver exceptional email experiences — the same way they always have — while also embracing consumer privacy changes.”

Litmus’ Email Analytics and Apple Audience Report put consumer privacy first, as Litmus anonymizes its analytics offering by blocking personally identifiable information (PII), removing IP addresses, and eliminating precise geolocation data, instead showing regional-level information only.

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