Apple Mail Privacy Protection and Email Open Rates: What It Means for List Hygiene
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In September 2021, Apple Mail Privacy Protection (MPP) changed the meaning of an email open. Before MPP: an open event meant a human had opened the email and the tracking pixel fired. After MPP: Apple preloads email content including tracking pixels for users who have enabled privacy protection, which is now the majority of Apple Mail users. An "open" can now be recorded by an Apple server, not a human. This has a specific and underappreciated consequence for list hygiene strategy. If your…
1Key Takeaways
- In September 2021, Apple Mail Privacy Protection (MPP) changed the meaning of an email open.
- Before MPP: an open event meant a human had opened the email and the tracking pixel fired.
- After MPP: Apple preloads email content including tracking pixels for users who have enabled privacy protection, which is now the majority of Apple Mail users.
- An "open" can now be recorded by an Apple server, not a human.
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3Why it matters
Coding AI shifts how fast software ships and how much human review each change needs. DEV — AI reports that in September 2021, Apple Mail Privacy Protection (MPP) changed the meaning of an email open.
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