How Mail Privacy Protection Is Changing How Email Marketing Performance Is Measured
Apple’s Mail Privacy Protection (MPP) is upending how email marketers measure email marketing performance. In addition to hiding IP addresses, blocking forward tracking, and obscuring open times, MPP pre-fetches email content to create a haystack of fake opens in which to hide the needles of real opens by their users. With upwards of 95% of Apple Mail app users likely to enable MPP and Apple Mail accounting for roughly half of all email opens when MPP went into effect last September, email opens have been dramatically depreciated.
That has marketers reevaluating how they measure email marketing success. Let’s discuss how things have changed, and how they haven’t.