Apple's Mail Privacy Protection (MPP) feature has significantly impacted the email marketing industry, with only 9% of marketers reporting positive feelings about it. As a result, marketers have had to shift their focus away from open rate data and rely on other metrics, such as clickthrough rates and zero-party data, to measure the success of their campaigns. The use of Brand Indicators for Message Identification (BIMI) has also proven effective in increasing customer trust and driving engagement.
