{"id":31338,"date":"2024-08-21T10:00:00","date_gmt":"2024-08-21T14:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=31338"},"modified":"2024-08-22T16:26:42","modified_gmt":"2024-08-22T20:26:42","slug":"email-analytics-for-mail-privacy-protection","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-analytics-for-mail-privacy-protection","title":{"rendered":"How to Create a Reliable Opens Audience for Non-Apple Mail Users"},"content":{"rendered":"\n\n\t
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Three things are inevitable in life: death, taxes, and change. Apple\u2019s Mail Privacy Protection<\/a> (MPP) falls into that third category. What this means for email marketers is we\u2019ll have to adapt (again), but there are some things we can do now<\/a> to prepare and adjust.<\/p>\n

One such thing is leveraging the clients and devices that still track and report on opens to serve as a proxy for open rate performance and A\/B testing. In other words, identifying real opens<\/a>.<\/p>\n

In just 3 steps, you can create a reliable opens audience using Litmus to combat the impact of MPP\u2014and any future unexpected email client changes.<\/p>\n

1. Determine how many subscribers use Apple Mail<\/h2>\n

Any time you pull a metric, you\u2019re measuring a point in time. The number of Apple Mail users will change over time, but understanding how many of your subscribers currently use Apple Mail can help you understand just how much of an impact MPP will have on your email programs.<\/p>\n

If you have access to Litmus Email Analytics<\/a>, you can create a new tracking code\u2014or leverage past tracking codes\u2014to see what percentage of your subscribers use Apple Mail to open emails.<\/p>\n

Your Analytics Overview shows total opens, reliable opens, and MPP-impacted opens for Litmus tracking codes active in the past 30 days, as well as a breakdown of Apple Light and Dark mode usage, overall percentage of MPP impacted opens by month, and your top 5 email clients over the past 30 days.<\/p>\n\"\"\n

Don\u2019t have Email Analytics? Litmus\u2019 Email Client Market Share<\/a> provides a monthly readout of the top email clients and devices from millions of opens around the world. So you have a good, general guess of what your email audience might look like. Hint: Apple Mail has the largest share.<\/p>\n

Either way, you\u2019ll want to pay particular attention to the data for Apple iPhone, Apple Mail,<\/strong> and Apple iPad<\/strong>\u2014the mobile, desktop, and tablet versions of Apple Mail respectively.<\/p>\n

2. Create a list of non-Apple subscribers<\/h2>\n

Device identification analytics can help you create subscriber lists for non-Apple email clients. If you\u2019re a Litmus Plus or Enterprise customer, you can do this with Email Analytics.<\/p>\n

From the Analytics dashboard<\/a>, select Tracking Code Manager<\/strong> from the left-hand navigation. Then choose the tracking code of any email you want to use to create your list. We suggest starting with one that a majority of your active subscribers received (like a newsletter) so it\u2019s more representative of your overall email audience.<\/p>\n

Once in your tracking code\u2019s analytics report, you\u2019ll see similar content as your Analytics Overview, only this focuses on one specific tracking code\u2019s results.<\/p>\n\"\"\n

Go to the left-hand menu, and select Export<\/strong>. The export page will provide a variety of options. For this report, you\u2019ll use the first option: Individual-level Data<\/strong><\/a>. Click the Generate CSV export<\/strong> button to start the export. Select the user you want to receive the CSV report, then choose Export my tracking data.<\/strong><\/p>\n\"\"\n

Please note:<\/strong> This file has very detailed information and may contain millions of rows of records, resulting in a large file size.<\/p>\n

Your exported report includes data<\/a> such as mail client, rendering engine, and read seconds. Use the mail_client column to find non-Apple Mail users. You can sort and filter to create a new data set.<\/p>\n

3. Import to your email platform<\/h2>\n

Import your list of non-Apple Mail users to your email service provider (ESP) or marketing automation platform (MAP) to create custom non-Apple open lists. Use the custom_id<\/strong> column in the report to map the data back to the right people in your database based on their unique identifier in your email send tool (for example, this would be Lead ID in Marketo).<\/p>\n

Be sure to mark or label this list so it\u2019s easy for you to find and reference later.<\/p>\n

And that\u2019s it! Now you have a reliable opens audience you can use to benchmark your program and fuel your email marketing campaigns\u2014even in the era of Mail Privacy Protection.<\/p>\n\n

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Go beyond opens and clicks<\/p>\n\t\t\t\t

Brands that use Litmus Email Analytics see a 43% higher ROI than those that don\u2019t. See what you\u2019re missing. Learn more.<\/a><\/p>\n\t\t\t\t