How to segment based on open/click behavior after MPP?

Apple Mail Privacy Protection (MPP) broke open tracking for Apple Mail users by pre-fetching images—making all emails appear "opened" whether read or not. This affects roughly 50-60% of consumer email depending on your audience. Opens alone are now unreliable engagement indicators.

Post-MPP segmentation strategies: Weight clicks heavily—clicks still indicate genuine engagement. Use purchase/conversion data—the ultimate engagement signal. Track website behavior—visits from email links show interest. Monitor Apple vs non-Apple separately—if your ESP identifies device, you can still trust non-Apple opens. Use engagement scoring combining multiple signals rather than opens alone.

MPP made engagement segmentation harder but not impossible. Clicks, conversions, and downstream behavior still work. Consider time-decayed scoring: a click today matters more than one six months ago. Some ESPs offer "real opens" detection that attempts to filter MPP noise. Adapt your definitions but don't abandon engagement segmentation—it matters more than ever. Just build it on reliable signals, not corrupted open data.