Today Apple announced sweeping new privacy protections across iOS15 and macOS Monterey. Many of these are great changes that give consumers more contr

How Apple’s email privacy protection hurts creators

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2021-06-07 22:00:12

Today Apple announced sweeping new privacy protections across iOS15 and macOS Monterey. Many of these are great changes that give consumers more control of their privacy. It’s creepy that visiting a website on one device changes your entire browsing experience on your other devices, so Apple’s announcement of Private Relay and other tools are an exciting change for privacy.

Even as the CEO of an email marketing platform for creators, I’m excited about features like Hide My Email that give consumers even more control over their identity with one time use email addresses.

But included in that update is one feature that actively hurts creators: Mail Privacy Protection. From Apple’s press release:

“The new feature helps users prevent senders from knowing when they open an email, and masks their IP address so it can’t be linked to other online activity or used to determine their location.”

While touring musicians and others hosting location based events will miss the location data, there are other ways to ask fans for that information. The real problem is in blocking all open tracking. Here’s why: