At their annual Worldwide Developers Conference on June 7th this year, Apple announced a new policy on email privacy. According to Apple, their Mail Privacy Protection (MPP) “hides your IP address, so senders can’t link it to your other online activity or determine your location. And it prevents senders from seeing if and when you’ve opened their email.”
As of October 1, 2021, MPP is available for the Apple Mail app on iOS 15 and iPadOS 15 devices. It is not currently available for Macbooks—but will be when macOS Monterey launches later this year.
Apple devices accounted for approximately 52 percent of all email opens, according to Litmus. As the default email application for users of all Apple devices, Apple Mail is one of the most popular email clients in use today.
However, MPP will not be turned on by default, although it is anticipated to be opted in by most Apple Mail users. See the prompt users will get at right:
It’s important to note this will not impact Apple device users running other email apps such as Gmail or Outlook.
How MPP Impacts Email Marketing
When a user opts in to MPP, Apple routes their emails through a proxy server to pre-load message content—including the tracking pixels used to identify opens—before serving the email to the recipient.
This will have the impact of artificially inflating open rates—even if readers don’t actually open those emails. If and when an email message is actually opened by the recipient, that action will not be reported back to the sender as an ‘open.’
Importantly, MPP will not impact clicks or click rates.
How Will This Impact MY Email Campaigns with MDR?
MDR is working closely with its email deployment partners and will be monitoring campaigns daily to gauge the impact and provide guidance to our customers.
MDR recommends that you continue to employ email best practices, follow good email list hygiene practices, and segment your email universe into small, targeted lists. We’re providing our latest email best practices here as a refresher.
You will be able to continue to evaluate the success of your email campaigns by measuring clicks and click-throughs and analyzing conversion rates, which is the ultimate objective after all!
Please reach out to your MDR representative with any questions and we’ll keep you posted as we learn more.