Apple’s Privacy Features: What Marketing Cloud Account Engagement Customers Can Expect
Apple Mail Privacy Protection (MPP)
Marketing Cloud Account Engagement (Pardot) prioritizes privacy and ethics, providing you with the marketing tools you need to stay compliant and transparent. Unlike other marketing automation software, we do not build individual profiles across unrelated internet properties and avoid intrusive tracking practices like browser fingerprinting. Additionally, Marketing Cloud offers resources like a consent framework to help you communicate with your audience in a privacy-respectful manner.
Apple is also making efforts to improve email privacy, with the introduction of Mail Privacy Protection (MPP) launched last year. This new technology will impact how email marketing works, as tracking pixels used to determine email opens will no longer be effective.
The Marketing Cloud Account Engagement product and engineering teams are closely monitoring the development of MPP and its potential impact on our customers. Here are some ways to prepare for the changes:
- Stay informed about MPP updates by following the latest news.
- Review Marketing Cloud Account Engagement automations and scoring to see where you use email opens to inform campaign decisions. Consider using alternative engagement signals, such as link clicks and webinar registrations, instead.
- Look for ways to directly gauge the sentiment of an email, such as including a “thumbs up” or “thumbs down” option within the email.
- Keep an eye on engagement metrics once the new Apple features launch, and monitor the difference between your current and future data to understand the impact on your audience.
- Stay up-to-date with Marketing Cloud Account Engagement roadmap for privacy-friendly features and functionality, including new releases.
As privacy regulations continue to evolve, marketing will need to adapt. Account Engagement is ready to lead the way in engaging audiences in a privacy-conscious manner, using aggregate data, external activity, and direct consumer interactions to personalize marketing.
Learn more about the Salesforce Marketing Cloud release and how Account Engagement enhancements can help you get more from your data.