How does Apple Mail Privacy Protection (MPP) affect open rate accuracy?
Apple Mail Privacy Protection (MPP), which launched in September 2021, preloads and caches images on Apple servers instead of letting the user’s device load them directly. This causes nearly every Apple Mail user to appear as if they opened emails, even when they did not.
MPP replaces real user behavior with automated proxy behavior, which makes open rate unreliable.
Was this answer helpful?
Thanks for your feedback!