EP 24: Navigating iOS and Privacy Changes: Email & SMS Marketing in a New Era

Apple's latest privacy updates—Mail Privacy Protection (MPP), Link Tracking Protection, and ongoing iOS 18 changes—are making it harder than ever for eCommerce marketers to track email and SMS performance. Open rates are unreliable, link parameters are being stripped, and App Tracking Transparency (ATT) is limiting data visibility. So, what now?

In this episode, we break down what these changes actually mean, share real-world brand insights, and lay out a step-by-step strategy for navigating this new era of retention marketing. If you've noticed inflated open rates, misattributed clicks, or challenges in SMS tracking, this one's for you.

EP 24: Navigating iOS and Privacy Changes: Email & SMS Marketing in a New Era

Here's what we're diving into:

- How Mail Privacy Protection (MPP) inflates open rates & skews data

- The impact of Link Tracking Protection on email & SMS attribution

- Why ATT is still a major hurdle for retargeting & cross-channel marketing

- The rise of first-party & zero-party data (and how to collect it)

- What KPIs actually matter now (hint: clicks & revenue over opens)

- Tech solutions & workarounds to maintain accurate tracking

- Expert insights on the future of email & SMS in a privacy-first world

Thank you our friends at Omnisend, Nacelle, and eCom Email Certified for sponsoring the podcast!

Omnisend is an all in one eCommerce email and SMS marketing automation platform that enables marketers to engage customers and drive sales through personalized experiences. https://www.omnisend.com/sendit/

Nacelle’s AI-powered personalization suite helps merchants create tailored marketing campaigns, smart product recommendations and dynamic landing pages that speak directly to its customers. https://go.nacelle.com/get-started?utm_source=ecomemailmarketer&utm_medium=linkedin&utm_campaign=product_launch&utm_id=npr_li_202504

eCom Email Certified is a hands-on, results-driven program with a step-by-step guide to mastering retention marketing and driving serious results. Access over 25 hours of learnings and become a certified email & SMS marketer. https://www.ecomemailcertified.com/

Join our community of 320+ Retention marketers! https://ecomemailcertified.com/join-community

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02:34 Deep Dive into iOS Privacy Changes

08:18 Impact on Email Marketing Metrics

14:06 Impact on SMS Marketing

16:35 Technical Deep Dive: MPP and Link Tracking

19:20 Adapting to Privacy Changes

25:51 Future Outlook and Predictions

27:49 Conclusion and Final Thoughts

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Enjoying the pod? Subscribe to The eCom Email Marketer Newsletter for your weekly dose of retention strategy, actionable insights, & exclusive industry news! http://ecomemailmarketer.com/

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