On September 18, 2023, Apple launched its seventeenth launch of Apple’s iOS working system for the iPhone—iOS 17. And with it, one function that had entrepreneurs scrambling: Apple’s Link Tracking Protection (LTP), which appeared like one other model of Apple’s Mail Privacy Protection, however this time impacting click on monitoring. The horror! 

On this weblog submit, we’ll dive into Apple’s LTP (spoiler alert: you do not want to panic) plus, share how iOS 17 adjustments how your emails will render—and what steps to take subsequent.

Let’s dive in:

Apple’s iOS 17 in a nutshell: key options and adjustments

Expensive entrepreneurs, let’s pause a second and take a look at the important thing adjustments coming to us in iOS 17 earlier than we lose our hats. 

Privateness enhancements 

First and maybe foremost is the privateness enhancements, higher referred to as Apple’s Hyperlink Monitoring Safety, or LTP for brief. In a world the place many web sites are used to having the ability to add additional data to their URLs as a way to monitor customers throughout different web sites—this can be slightly uncomfortable for some. With Apple’s Hyperlink monitoring safety, this data shall be faraway from hyperlinks customers share in Messages, Safari Non-public Searching, and Mail on iOS 17.

Right here’s an instance of what a tracked hyperlink would possibly seem like:

<a rel="noopener" goal="_blank" href="https://www.instance.com?customer_id=abc&mkt_tok=abc">Hyperlink</a>

And what occurs to that hyperlink when the URL is clicked on in Mail and opened in Safari:


Cue the weeping and gnashing of tooth. Why would they do that, you ask? 

Primarily impacts advert platforms

Effectively, proper now it seems like the first goal is advert platforms like Google and Fb advertisements. If you happen to’ve ever clicked down an advert rabbit gap for the most recent in cute winter hats on your cat and ended up with a extremely lengthy URL even lengthy after you’ve left Fb… Hyperlink monitoring is why. Apple’s objective seems to be to guard customers from this phenomenon. 

Basically, it’s a privateness measure. Which has professionals and cons for everybody, particularly advertising professionals.  

What’s the anticipated adoption charge for iOS 17?

Proper now, the expectation is for iOS 17 market share to hit ~90% by the top of March 2024. This data is based on past iOS launches—you Apple customers are a savvy bunch. However it will range, relying in your viewers. For a sneak peek at what the adoption charge will seem like on your viewers, check out what number of subscribers are utilizing iOS already! This can let you already know who in your viewers is utilizing Apple merchandise, supplying you with a good suggestion of what share of your viewers will hop on board the iOS 17 practice. 

Don’t know easy methods to see who’s utilizing which consumer? We suggest the wealthy, dependable knowledge accessible with Litmus Email Analytics

How iOS 17 adjustments influence entrepreneurs

Listed below are some methods iOS 17 might change your workflow, and what you are able to do about it. 

Click on monitoring

So the excellent news is that Apple’s Hyperlink Monitoring Safety is just not as extreme as Apple’s Mail Privacy Protection (MPP) adjustments. The sky is just not falling! 

We performed our personal analysis to determine precisely which parameters are impacted by LTP, and right here’s what we discovered:

Parameter Description
__hsfp HubSpot monitoring parameter
__hssc HubSpot monitoring parameter
__hstc HubSpot monitoring parameter
__s Drip.com e mail tackle monitoring parameter
_hsenc HubSpot monitoring parameter
_openstat Yandex monitoring parameter
dclid DoubleClick Click on ID (Google)
fbclid Fb click on identifier
gclid Google click on identifier
hsCtaTracking HubSpot monitoring parameter
igshid Instagram monitoring parameter
mc_eid Mailchimp E mail ID (e mail recipient’s tackle)
mkt_tok Adobe Marketo monitoring parameter

(Marketo are rolling out some updates to combat this.)

ml_subscriber MailerLite e mail monitoring
ml_subscriber_hash MailerLite e mail monitoring
msclkid Microsoft Click on ID
oly_anon_id Omeda advertising ‘nameless’ buyer id
oly_enc_id Omeda advertising ‘identified’ buyer id
_openstat OpenStat monitoring parameter
rb_clickid Unknown high-entropy monitoring parameter
s_cid Adobe Website Catalyst monitoring parameter
twclid Twitter Click on Id
vero_conv Vero monitoring parameter
vero_id Vero monitoring parameter
wickedid Depraved Stories e-commerce monitoring
yclid Yandex Click on ID

Peter Jakuš has written an incredible post that goes into all the small print—after which some—about what precisely occurs with URL parameters, if you wish to get into the nitty-gritty particulars give this submit a learn. 

(Additionally, if you wish to learn how Safari could possibly be impacting your e mail hyperlinks, right here’s a nifty instrument that may test whether Safari is removing tracking parameters out of your hyperlinks!)

Let’s finish this half on a constructive be aware: in our personal testing, we’ve discovered that Litmus Personalize hyperlink monitoring is not impacted by Apple’s Hyperlink Monitoring Safety 🎉. In order that’s simply another reason to shock & delight your viewers with a sprinkle of personalization. 

iOS 17’s influence on e mail rendering

How will iOS 17 change how your emails render? Brief reply: They most definitely received’t, however testing remains to be a should! 

Lengthy reply: We completely examined our personal core e mail templates, and in contrast the outcomes to iOS 16. We didn’t observe any variations in how iOS 17 renders e mail vs. iOS 16. 

In addition to your common e mail code, we additionally took a take a look at how these superior strategies render in iOS 17. All of those rendered precisely as they did in iOS 16:

Right here’s slightly side-by-side comparability:

Mild Mode :arrow_down:

Darkish Mode :arrow_down:

You need to nonetheless take a look at your individual e mail templates to make sure your emails nonetheless show completely in iOS 17. Listed below are some ideas from Carin Slater, our personal E mail and Content material Development Supervisor, on what it’s best to take a look at and why.

Check your base e mail template

You probably have a single base template that comprises all your core e mail modules you utilize to construct your emails, testing iOS 17 shall be very easy for you! Merely take a look at this one e mail in iOS 17 to offer you peace of thoughts that all your emails will look nice on this new e mail consumer. 

If you happen to don’t have a base template, that is the proper purpose to create one—to make your e mail testing extra environment friendly when new e mail purchasers are launched or modified. 

Check your key e mail templates

If you happen to don’t have a single base e mail template, prioritize your e mail testing efforts by figuring out your most-used and highest-performing e mail templates. 


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