Email marketing has long-been a go-to option for holiday parks and campsites. It’s probably the most cost-effective way of getting your marketing messages across… and landing them straight in the lap of potential customers.
But the landscape is changing. Hot on the heels of the GDPR shake-up, which no doubt culled a fair percentage of subscribers from the average park’s database, comes the next big upheaval -> Apple’s Mail Privacy Protection.
Set to launch between September and November 2021, this will give Apple Mail users the option to “Protect Mail activity”. This, in effect, which will include:
It won’t stop you sending emails to customers, of course, or them reading what you have to say. But if, like most of us, you want to see statistics based on your email marketing, such as open rates, click through rates, conversions and even transactions that happened on the back of it, well… this is uncertain at present.
In essence, for your subscribers who use the Apple Mail app and choose to enable the Privacy Protection, you will not be able to see an accurate email open rate for these users and their IP addresses will be masked so it can’t be linked to other online activity or used to determine their location.
It will, at this time, not affect users of other mail apps on Apple devices (outlook, gmail and so on) so the overall number of those who opt to protect their mail activity may not be as high as feared.
At this early stage, it is impossible to say how big the impact will be. At the moment its only users of Apple’s Mail app that will be affected – but others are likely to follow suit. However, there are usually work-arounds that will still allow you some basic tracking that will give you some idea of open rates, click through rates and other conversion data.
We also recommend testing your email content to understand what’s driving the most engagement with your subscribers.