Apple’s iOS 15 update is going to greatly damage email marketing by allowing users to avoid being tracked by email.

“When it comes to email marketing, this move puts a proverbial nail in the coffin for email open rates,” said Greg Zakowicz, the director of content at Omnisend, an email marketing and SMS platform, reported Digiday.

Email open rate analytics can be hidden by the new iOS 15 feature Hide My Email, which will use random email addresses to forward to personal emails which will be kept private. It will also hide user IP addresses.

The update is scheduled to launch in the coming weeks and it will increase privacy protection for its users, making tracking more difficult for marketers.


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