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It’s definitely the most soothing. And strangely moving?

We love watching the rain bounce off the top of the forecast panel in the weather app. (And yes, there’s a video for you late adopters.)

Just in time for fall!

For marketers, though, the buzziest feature is much less cute. It’s the Apple Mail app’s Mail Privacy Protection.

3 reasons iOS 15 changes email marketing

Here’s how Karina Vitale, MarketerHire’s lifecycle marketing manager, sees iOS 15 impacting her email marketing so far. (Remember, though: iOS 15 has been live for three days.)

• People actually use Apple’s Mail app. You can delete it from your iPhone — like we did! — but about 10-20% use it, Vitale estimated. 
• It’s taking a privacy-first turn. Mail Privacy Protection lets Mail app users mask their IP addresses and render their email opens untrackable.
• Open rates are trending down already. Vitale has observed a drop, though nothing “too alarming yet.”

Our takeaway? 

Email open rates are losing relevance. Over time, Vitale sees the core email performance metric shifting to clicks and conversions — which are stronger engagement indicators anyway.

Also, people love digital rain way more than actually getting rained on.