What is Apple Mail Privacy Protection?
Apple Mail Privacy Protection is an Apple feature, introduced in 2021, that pre-loads the images in emails so senders cannot tell whether a person actually opened them.
Because the tracking image loads automatically, opens from Apple Mail users are registered whether or not the email was read. Open rates rose and became less meaningful.
Shift reporting to clicks, conversions and revenue. Time-based and open-based triggers need checking, since automatic opens can fire them early.
A worked example.
A store defines engaged contacts as anyone who opened in the last ninety days. After Apple's change, people who never read the emails count as engaged. It redefines engagement by clicks and purchases, and the segment gets smaller but more accurate.
Common mistakes.
- Using opens to define engaged segments
- Triggering flows on opens alone
- Reading a jump in open rate as better performance
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