How to optimize your email marketing campaigns now that open rates are no longer a reliable metric

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Apple Mail's privacy update , known as Apple Mail Privacy Protection or MPP , was introduced in 2021 with the aim of giving users more control over the information that can be collected through their email. Among other key changes, this update eliminates the possibility of analyzing the opening rate of emails ; which undoubtedly raises the need to introduce changes in our email marketing strategies .



In this article we tell you what Apple Mail dubai email list Privacy Protection is, how this update affects your email marketing campaign and what 5 strategies you can apply to keep it successful.



What is Apple Mail Privacy Protection (MMP)?
It is a privacy update to Apple Mail that gives users more control over their contact data by allowing them to choose whether or not to share when and where they have opened their emails with their senders.



How does this update affect your email marketing campaigns?
The main effect that Apple Mail Privacy Protection has on all businesses that use email marketing campaigns is that emails are shown as read regardless of whether the user has opened them or not . Therefore, open rates are no longer a reliable metric to measure the impact of an email marketing campaign.