Page 8 - What the Heck is Mail Privacy Protection?

HOW THE HECK ARE

SUBSCRIBERS RESPONDING?

It’s now more difficult for senders to determine Why? Remember that MPP is an Apple Mail

and suppress subscribers who are truly feature, not a mailbox provider-specific feature,

unengaged—meaning recipients may receive and there are significant differences in adoption
While there are obvious downsides for much more unwanted mail than in pre-MPP days. across mailbox providers. Apple domains like

marketers, MPP isn’t winning any popularity After all, how can senders remove a subscriber icloud.com, me.com, and mac.com show the

from a list because the recipient is ignoring every highest adoption, while for Gmail and Outlook it’s
contests with Apple Mail users either. email, if it looks like they’re not ignoring anything much lower. This could be a demographics issue

at all? (Gmail users are generally younger than Yahoo

Mail users). Or, could be related to technology

FIGURE 3 We’ve crunched the numbers, and Validity’s (Microsoft and Gmail offer features that make

global data network reveals that opt-outs it unnecessary to set up a mailbox with a third-

and complaints have increased since MPP’s party application like Apple Mail).

introduction.

It therefore makes sense that iCloud mailboxes

MPP has also had unintended consequences on see higher rates of MPP adoption. They are more

email deliverability. likely to be iPhone users, which makes them

more likely to be Apple Mail users, and therefore

Figure 3 shows that while Gmail, Microsoft more likely to have MPP enabled. This all means

(Hotmail), and Yahoo/AOL are all running at or we expect MPP to be overrepresented among

above 80 percent inbox placement rate, Apple is iCloud users.

substantially worse at only 69 percent. Plus, its

spam placement rates are between two and three

times higher than other providers, at 17 percent.

What the Heck is Mail Privacy Protection? 8