State of Email: LTP: Link Tracking Protection/Less Tracking Personalization

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After “pixelgeddon” two years ago when MPP launched, Apple’s obsession with consumer privacy means email marketers may face another big curveball when link tracking protection (LTP) is released as part of the iOS17 update in September. In Apple’s own words:

“Some websites add extra information to their URLs in order to track users across other websites. Now this information will be removed from the links users share in Messages and Mail, and the links will still work as expected.”

Really? Link tracking is a vital tool for email marketers, helping maximize personalization and relevance — removing this capability potentially means reduced engagement. Fortunately, we’ve pulled together an expert panel to examine what this really means.

Watch on-demand to learn:

  • Why is Apple introducing LTP?
  • How will it work?
  • Will there be an impact for email marketers?
  • What changes will they need to make?
  • Will deliverability be affected?

Plus, in-house email strategist Margaret Wolfenden provides all the latest updates around how global email KPIs have been tracking over the past four weeks.