Page 3 - Email Analytics 2022

But since Apple’s Mail Privacy Protection (MPP) went into effect in September 2021, the reliability of the
open rate has been called into question. In fact, some in the email marketing community have started to

debate the significance of the open rate entirely.

By using email analytics, you may be able to tell what email content your subscribers engage with, when,
where, and on what type of device. You can also gain insight into which email clients the majority of your
subscribers use, and how subscribers interact with your message.

These data points don’t just contribute to your email marketing; they can (and should) help inform your entire
omnichannel strategy.

How MPP has catalyzed a fresh take on email

analytics

Apple’s MPP could impact any email opened from the Apple Mail app on any device with Apple’s latest
operating systems—no matter which email service is used (such as Gmail, or a work account). But, it doesn’t
affect other email apps used on Apple devices (like the Gmail app on an iPhone). Ultimately, the impact MPP
has on an email marketing program depends on its unique audience and how they engage with email.

Before MPP went into effect in September 2021…

64% 43% 26%

64% of marketers said they were 43% were planning to 26% weren’t sure

concerned with the impact it would change how they measure
have on their email analytics and email performance
means of measuring campaigns

As of April 2022, our email client market share report revealed that 53% of Apple Mail has in fact, been

impacted by MPP. Some marketers are seeing inflated open rates as a result, and some have lost access
to analytics like time of open, device, and subscriber location. Now that Gmail is prefetching images under
some specific circumstances, the validity of those open rates are being called into question, too.

Email Analytics in 2022: A Survival Guide 3 / 14