Page 9 - What the Heck is Mail Privacy Protection?
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When we look at Apple data, the big question is 20-80 percent of their subscribers who use Apple FIGURE 4
why inbox placement rates are so much lower. Mail apps, meaning they are no longer seeing
Apple’s deliverability guidance is similar to the any real opens for a significant and rapidly
others, offering best practices ranging from growing portion of their subscribers.
consent, infrastructure, authentication, and
engagement. The first three are constant for Another issue is a recent rise in Spamhaus
all the providers, so engagement must be the informational listings, which coming right before
variable factor. We also know recycled spam the one-year anniversary of MPP feels more
trap hits are up since MPP was introduced, a than coincidental. There’s plenty of evidence
sign that some marketers are either counting that marketers are taking greater risks with
“fake opens” as actual real opens or expanding their audience selection now that engagement
their lookback windows so much that they’re measurement from opens is less reliable.
mailing email addresses that were abandoned, Spamhaus has specifically called out senders for
shut down, and then reactivated as spam trap not managing their inactive subscribers, which
addresses. MPP is making more difficult.
The challenge of achieving good deliverability The email landscape may have changed,
at Apple is only becoming more pronounced. In but subscriber expectations for emails
September 2022, Apple’s inbox placement rates haven’t. They still want personalized, relevant
have declined to below 60 percent. Senders have communications—and following the trail of
traditionally looked back over a period of time opens to guide decisions is now a dead-end
(typically 12 months), using opens or clicks as street. While that is frustrating, it’s an opportunity
an indication of engagement. Now when they to focus on other, more meaningful metrics.
look back, they’re not seeing real opens for the
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