Apple has prioritized user privacy by providing users greater control over their personal information. Apple unveiled Mail Privacy Protection (MPP) as a new feature as part of this endeavor. Users of iOS 15, iPad OS 15, mac OS Monterey, and watch OS 8 are eligible for this capability.
What does Apple Mail Privacy Protection do?
- Consumers can activate the privacy option through MPP when upgrading their Apple devices.
- Apple stores the entire email, including tracking pixels, on its server when an organization uses the Apple Mail app to send an email.
- Due to the storage process, an email may seem opened even if the user didn’t actually open it.
- Email service providers are unable to trace user actions when the email is opened, as the process occurs on Apple’s server.
- Geolocation and open rates are affected by this process.
- Compiling individualized client information becomes difficult for email marketers due to these changes introduced by MPP.
How can marketers adapt to Apple’s Mail Privacy Protection?
- Email marketing remains relevant despite changes in metric calculation methods.
- Marketers need to adapt and modify their engagement metrics due to changes in how Apple provides graphics to consumers.Apple downloads data from its servers, not directly from email service providers, making it challenging to monitor authentic user openings.
- Monitoring genuine user openings is no longer straightforward due to Apple’s changed data download process.
- MoEngage’s engagement technology identifies “machine-opens” (emails stored on proxy servers).Distinguishes these from actual triggered opens by analyzing the user-agent.
- MoEngage’s technology assists advertisers in adjusting to modifications introduced by Apple’s Mail Privacy Protection.