Understanding and Managing Apple Mail Privacy Protection (MPP)

What is Apple Mail Privacy Protection?

Apple Mail Privacy Protection (MPP) is a privacy feature introduced by Apple in iOS 15, iPadOS 15, and macOS Monterey that impacts email tracking. When enabled, MPP routes emails through Apple's proxy servers, which automatically download all email content, including tracking pixels. This happens regardless of whether users actually open the email, making traditional open rate metrics less reliable.

Key MPP Impacts:

• Automatically downloads email content through proxy servers

• Hides user IP addresses from email senders

• Creates "false opens" that don't represent actual engagement

• Affects location tracking and device identification

Using MPP Tracking Features

Filtering Email Analytics

1. Navigate to your Email in the dashboard

2. Select a campaign

3. Click the "Filters" button

4. Scroll to the "APPLE PRIVACY OPEN PROTECTION (MPP)" section

5. Select from the dropdown:

   • "Any" - Shows all opens

   • Filter options for MPP-specific data

Creating Segments That Exclude MPP Opens

To create segments based on genuine email engagement:

1. Go to the Segment conditions section

2. Select "What someone has done or has not done"

3. Choose "Opened an email"

4. Select "Where Apple Privacy Open is False"

5. Set frequency using "at least one" and "ever" dropdowns

6. Click "Update conditions" to save

Use Cases

Accurate Engagement Metrics

• Filter out MPP opens to see true open rates

• Compare engagement patterns between MPP and non-MPP opens

• Create more precise A/B tests by excluding automated opens

Better Segmentation

• Build segments based on genuine user engagement

• Target re-engagement campaigns more effectively

• Improve deliverability by focusing on actively engaged users

Tips for Success

1. Regularly review and adjust segments

2. Monitor trends in both MPP and non-MPP opens

3. Use multiple engagement metrics beyond opens

4. Consider MPP when analyzing campaign performance

5. Focus on meaningful engagement metrics like clicks and conversions

This feature helps ensure your email marketing decisions are based on actual user engagement rather than automated activity. By understanding and properly implementing MPP tracking, you can create more targeted and effective email campaigns while respecting user privacy.

Remember to regularly review your segmentation strategies and adjust them based on your specific audience and campaign goals. The key is to find the right balance between tracking meaningful engagement and respecting user privacy preferences.