Summary / TL:DR: Apple’s Mail Privacy Protection has created new challenges and opportunities for email marketers, by changing how Apple devices and software report email opens back to senders. This article will give you an overview of what MPP is, how it will affect the world of email marketing, and some suggestions for how to mitigate the impact of MPP on your email program.
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MPP: An Overview
The What, and some Why: As described by Apple, MPP “stops senders from using invisible pixels to collect information about the user. The new feature helps users prevent senders from knowing when they open an email, and masks their IP address so it can’t be linked to other online activity or used to determine their location.”
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https://www.sparkpost.com/blog/sparkpost-product-updates-apple-ios15/
https://www.sparkpost.com/blog/impact-of-ios-15-update-on-open-tracking/
https://www.sparkpost.com/blog/4-insights-on-ios-15-mail-privacy-protection/
https://www.validity.com/blog/apples-mail-privacy-protection-is-here/
https://blueshift.com/blog/ios-15-updates-keep-adapting-to-mail-privacy-and-proxies/
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