You probably know that starting with iOS 15, Apple introduced a Mail Privacy feature.
What happens here is that Apple basically loads all emails on their own servers and, whether you actually open an email in your app, it shows as opened for the sender.
So, clearly, not everyone is actually opening those emails. How do you create a re-engagement segment?
Here are the steps we’d recommend:
- Create a segment for people who opened all emails but did not click any in the last 10+ campaigns (adjust this number based on your frequency and average clickthrough rate – we do 30+ newsletters that were opened and not clicked).
- Send an automated email to this segment explaining how the latest Apple Mail update makes you think they aren’t actually opening their emails. Ask for just one click if they truly read your emails.
- If they don’t click, it’s likely they use Apple Mail Privacy and don’t actually open your emails.
Optional
Make this a multi-email sequence if your sending frequency doesn’t become too high. People might legit miss the one re-engagement email.
This way, you keep a clean and engaged list, even though Apple Mail Privacy inflates your open rate.
