Page 4 - What the Heck is Mail Privacy Protection?

Under the policy, users of iOS 15 (and future At the same time, Apple also introduced the less

releases) can choose to turn on MPP to block
widely reported “Hide My Email” functionality.
WHAT DO YOU online tracking. While Apple has been coy about This nifty gadget provides instantly generated

unique, random email addresses so subscribers
actual MPP opt-in rates, industry consensus is

don’t have to share their real addresses when
that it’s over 90 percent.
KNOW ABOUT MPP obscures tracking pixels from collecting filling out web forms.

For email marketers, this has all been...not good.
information, depriving senders of the ability to

MAIL PRIVACY know when recipients open an email. MPP also But remember, Apple’s features are just another

prevents senders from identifying a recipient’s
step in a longer journey towards enhanced

IP address, prohibiting online activity tracking,
consumer privacy, and we’ll get through it
together.
location identification, and insights into recipient
PROTECTION? read time.

For subscribers, it’s like being in the witness

protection program. MPP shuts down marketers’

ability to understand how their recipients behave
Chances are you know more after opening an email from the Apple Mail

than you did a year ago. But for app. Without this information, marketers have

limited insight into the effectiveness of an email

the uninitiated, here are a few and how to tailor the consumer experience

highlights. accordingly.

When a user opts in to MPP, Apple will preload

email images before delivering it to the user. Yes,

even when the recipient doesn’t actually open the

email. TLDR? Your open rates are skewed, big-

time.

What the Heck is Mail Privacy Protection? 4