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But there is a more fundamental reason not to use this approach: users who have opted into Mail Privacy Protection have explicitly said they do not want providers tracking them via email opens. Using these sort of workarounds betrays that user trust, is bad-practice, and ultimately harms your brand’s reputation.
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The 14West Response to Mail Privacy Protection
14West’s Deliverability, Newshift and Data & Analytics teams have taken steps to minimize the short-term impact of Mail Privacy Protection on our clients.
First: We know because of the user-agent string returned by Apple, we can identify users who have opted into Mail Privacy Protection. So for the purposes of segmentation and list hygiene efforts, we will ignore opens from anyone who has opted into MPP. Opens are still being recorded for the purposes of reporting.
Second: When a customer registers the first MPP open, an attribute is now added to their Blueshift profile to identify them an MPP user. This allows you to identify and segment any known email addresses that have opted into MPP.
Third: The Deliverability team has access to data through Everest that can break down the number and type of pre-fetch and proxy opens (including Apple MPP, Google and others) occur in your mailings. For more information about how this affects your open rates, please submit a ticket to the Deliverability team.
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Wrap upAlthough Apple’s Mail Privacy Protection (MPP) is already having an impact on how email marketers read engagement data, it’s not the doomsday scenario for tracking opens that many expected it to be. 14West has stayed ahead of the curve and is already taking action to ensure our clients continue to receive actionable mailing data. |
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Still need help? The Deliverability Team is available to answer any of your questions about MPP. To get further help please open a Support ticket. |
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