Clickthrough Open Rate Privacy Protection 
Navigate the Channel
JULY 21, 2022
In this blog post, we’ll explain how Apple Mail privacy updates impact email open rates and change how marketers measure campaigns. Apple Mail Privacy Updates. In iOS 15, Apple launched Mail Privacy Protection features, which lets users hide their IP address and load content privately and remotely.
Liveintent
OCTOBER 8, 2021
Marketers were given just three months to prepare for Apple’s groundbreaking new Mail Privacy Protection feature. In a nutshell, Mail Privacy Protection will anonymize Apple Mail users’ information, leaving marketers in the dark about their audience’s email open times, locations, and device information.
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Act-On
JULY 8, 2024
This bears out in our own email testing: using the recipient’s first name and the company’s name in the subject line drove an average 83% improvement in click-to-open rates. We’ve all received the equivalent of a “Hi Matt,” (or the embarrassing “Hi [FirstName]”) opener on an email that otherwise contained zero personalized messages.
Spiralytics
JANUARY 11, 2023
Earlier marketers used to track open rates by collecting users’ information using invisible pixels. But that changed in 2022 when Apple’s MPP (Mail Privacy Protection) update altered the course of the email marketing industry forever. Now, good email content is the trend and the hope.
Martech
JUNE 3, 2022
The main impact of these changes on email marketers is the decline of the open rate as a meaningful metric. Because of the way emails are cached under Apple’s Mail Privacy Protection, emails appear to be opened when they actually have not been, skewing the results. Analytics and reporting.
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