A Email Marketing Strategists Recap of the Past Year Working with Apple's MPP (Mail Privacy Protection)

Apple's Mail Privacy Protection (MPP) feature, launched with iOS15 in September 2021, has significantly impacted the email marketing landscape. MPP prevents marketers from using invisible pixels to track user data, such as open rates and location. This has forced marketers to shift their focus away from open rate data and rely instead on other metrics to measure the success of their campaigns.

So what’s the verdict on MPP from marketers;

Validity’s latest State of Email Analytics shows only 9% of marketers reported feeling positive about MPP a year after its release, with 39% saying it significantly impacted their company. Some marketers have seen a decrease in email engagement and deliverability and inflated open rates.

To compensate for these challenges, marketers turn to clickthrough rates as a more accurate measure of engagement. They are also using zero-party data provided intentionally by email subscribers and promoting the use of preference centres. Another tactic that has proven effective is Brand Indicators for Message Identification (BIMI), which enables marketers to use brand-controlled logos within mailbox providers. This helps to increase customer trust and drive engagement.

In conclusion, while the introduction of MPP has presented challenges for email marketers, it has also led to a shift in focus and the adoption of new tactics to drive engagement and customer trust.