Page 3 - What the Heck is Mail Privacy Protection?
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INTRODUCTION MPP: These three little letters are enough to Now for the good news: We’ve cracked the code.
strike fear into the hearts of email marketers
Now that MPP has passed its first birthday,
we’re armed with data and expert insights that
*
everywhere.
tell the true story of how MPP is impacting email
Apple introduced Mail Privacy Protection (MPP) programs—and how senders can adapt.
with iOS 15 on September 20, 2021—otherwise
known as email doomsday. Since then, the new Whether you’re an MPP Jedi Knight looking to
feature has built up quite a rap sheet. At the very level up your training or are still living in blissful
top? Killing open rates as a useful metric and denial about MPP’s impact, read on to learn
making it a heck of a lot tougher to measure how to turn the policy into a win for your email
subscriber engagement. program.
Take some deep breaths, because it’s time for a *Graphs shown in this report pull from Validity’s
global data network, which analyzes data from
hard truth: MPP isn’t going away anytime soon. 2.5 billion mailboxes around the world.
What the Heck is Mail Privacy Protection? 3
