Earlier this week, Apple announced the introduction of Mail Privacy Protection (MPP) with their latest iOS15 release. The update will be available for Apple users beginning Monday, Sept. 20th. This update gives Apple Mail users the ability to manage access to their data via email. The release of Apple MPP marks one piece of an ongoing, evolutionary shift in the email marketing industry with an emphasis on consumer privacy.
Apple MPP will prevent senders from knowing when Apple Mail users have opened an email by disrupting the use of invisible tracking pixels by fetching images before the user ever opens the email. This will cause inflated open rates because all email content on any device with Apple MPP enabled will automatically load. Apple MPP will also mask the recipient's IP address so it can’t be linked to other online activity or used to determine the recipient’s location.
Here at Act-On, we have been actively monitoring and testing these changes. We’ve assessed the impact to Act-On and understand you have many questions. We have prepared some FAQs that hopefully answer all of your questions:
- How each feature in Act-On is impacted
- How exactly Open data is changing
- How to know which contact(s) are impacted
- What you need to do in Act-On to adjust to these changes
- How Act-On is responding
You can also register for our upcoming webinar discussing Apple MPP. The webinar will provide solutions you can implement to overcome the new challenges facing the email marketing industry.
If you still have questions about Apple MPP after reading our FAQs, you can leave a comment on this post. We will be responding to your questions and updating our FAQs as we continue to learn more.