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Apple has announced a new feature called Mail Privacy Protection (MPP), expected to be launched in September 2021.
As part of this feature, Apple’s mail app in iOS 15 and macOS Monterey devices will begin proxying images, including the open tracking pixels. It will prevent senders from tracking accurate ‘open’ information and geo-location data.
Apple mail accounts for almost 39% of email client market share posing a significant challenge to marketers. Essentially ‘opens’ are going away and marketers will have to adapt to unreliable engagement data. The uncertainty might also lead to a possible decline in inboxing with mailbox providers.
Find out from the experts’ panel on how to use other performance metrics instead of ‘opens’ to face these changes