Page 5 - What the Heck is Mail Privacy Protection?
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Roll up your sleeves and let’s get technical. marketers. ESPs then believe the email was
Your email service provider (ESP) sends your opened by user request via Apple Mail, rather
mail to the MBP, whether it be Gmail, Microsoft, than Apple Mail prefetching.
HOW THE HECK Yahoo, etc. When a user opens the Apple Mail Let’s say the email was, in fact, opened. This
app, it downloads mail from the MBP onto
the user’s device. Then all images are cached,
request for the images doesn’t go to the ESP,
DOES MPP WORK? which means copies of them are put on the who would typically then report an open. It
Apple Privacy Cache. This means images are
instead goes to the Apple Privacy Cache. After
placed on Apple’s own servers, as opposed to
all, the ESP thinks it’s already “open,” whether
the ESP or sender’s servers where these images
Cache.
were originally hosted. This is where the privacy or not the user ultimately asks for it from the
magic happens.
Great question. It’s nothing Phew. Still with us?
groundbreaking. Once mail is on the Privacy Cache, it will be
assigned an IP address identifying not the Remember, this affects anyone who opts in to
exact location of the user, but a broad potential MPP and uses Apple Mail to receive email on
location. Subscribers need to be connected their devices. If your subscriber has a Gmail
to WiFi with the Apple Mail app running in the mailbox but views all their email on their phone
background for this to happen. using the Apple Mail app, they’re subject to
this process. So it’s not good enough to try
What is caching? Well, it’s a conversation, really. to segregate recipients by MBP to counteract
Apple will ask the MBP for the images within the MPP’s impact.
email. Is a tracking pixel considered an image?
Yes. This is where things go left for email
What the Heck is Mail Privacy Protection? 5
