The Current State of MPP: Where Are We Now?

It’s been about six months since Apple released MPP to the public — going live in September of last year. And while we’ve learned a lot The Current State about this feature and how it works, email marketers have been left with a lot of questions as well.

What’s been happening during that time? How many people have opted into MPP? How is it affecting my metrics? How have email service providers (ESPs) responded?

With more inbox providers releasing their Brazil Phone Number Data own privacy-related features, it feels like we’re at the beginning of a trend that will continue to impact marketers for the foreseeable future.

Let’s take a quick look at where things are at with MPP, and how we’ve been responding to those changes here at Campaign Monitor.

So, what’s the state of MPP?

A lot has happened since Apple released iOS 15 and Mail Privacy Protection back in September of 2021.

For those who don’t remember, Mail Privacy Protection is a new feature in iOS15 that essentially does two things:

  1. Effectively disables open tracking, removing an email marketer’s. A ability to reliably track whether or not it was  and read by a human
  2. Obscures the user’s IP address, removing an email marketer’s ability to know their location

MPP disables open tracking by pre-fetching (or downloading), emails and email images to each device, regardless of whether or not the user opens and reads the message. Email image pixels, which are used to track opens, are included in this download, meaning that the email will count as “opened”, even though the user didn’t open it.

How many people have opted into MPP?

It’s difficult to get a raw number, but we do know that over

As you can imagine, that already makes up a large percentage of people. While we don’t know the exact number, that 40-50% of all email opens now come from MPP.

Has MPP started affecting open rates?

Definitely. If nearly half of all email opens are Calling List coming from MPP. We can be The Current State sure that not all of those people are opening those emails. In our you can see that open rates have risen steadily since MPP’s release.


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