Page 6 - What the Heck is Mail Privacy Protection?

HOW THE HECK HAS MPP

CHANGED EMAIL MARKETING?

FIGURE 1

For starters, it’s probably What’s a smart email marketer to do? Many

changed up your typical senders have now abandoned open rates as their

email metrics analysis. preferred measure of engagement—and those
who haven’t will want to do so, stat. If a sender’s

pre-MPP Apple Mail open rates were 20 percent,
In Figure 1, we can see a minute-by-minute they’ll now have an approximate 4-to-1 ratio of

look at open rate inflation on the day of MPP’s fake to real opens—meaning 80 percent of their

release. As we can tell by that scary, razor-sharp reported opens are garbage data. Yikes.

incline in September, open rates rose quickly and

FIGURE 2 dramatically following MPP’s rollout. Many senders are shifting to click rates as their

preferred engagement metric. This is good, since

Figure 2 shows how open rates trended clicks provide a more accurate measurement

throughout the rest of the year. No surprises of engagement than opens. But the downside

here: This elevated open rate persisted, and is that there are fewer of them, and they are

Apple-generated pixel fires have now settled at generated less frequently. These shifts have

± 70 percent of all opens. We can also see that driven email marketers to adopt a broad range of

click rates have declined—not surprising when click optimization tactics, which we’ll cover later.

we think about how Apple MPP has contributed

to those pesky false opens.

What the Heck is Mail Privacy Protection? 6