Nearly half of email opens are going to be impacted
Back in June, Apple announced Mail Privacy Protection (MPP) would be coming to their Mail app on iOS 15, iPadOS 15, and macOS Monterey devices. According to Apple, “Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. [It prevents] senders from knowing when they open an email and masks their IP address so it can’t be linked to other online activity or used to determine their location.”
The impact is already substantial. The industry is seeing around 97% adoption of MPP among all iOS 15 users, and around 40%-50% of all email goes through the impacted environments. This means that as iOS 15 adoption increases and with the 97% adoption rate of MPP, we won’t be able to accurately track opens on nearly half of all email opens.
Instead of killing opens, though, MPP is actually over inflating the number of opens by way of pre-fetching images in an email, even for emails that have not been opened by a human.
SparkPost has written this guide for you – the marketing professional working hard every day and needing some support through this major change. They’ve comprehensively captured as many questions as possible. Download it now to help combat the challenges of MPP.Download