Mail Privacy Protection (MPP): What You Need To Know

Topic: “Mail Privacy Protection (MPP)” Privacy is the word of the day in the digital world, and for many businesses, protecting user data has become their main goal. Because of this, Safari and Mozilla have made it, so third-party cookies can’t be used in their browsers. Google Chrome, which has a 63.58% market share, wants to do the same thing by 2023.

We all worry about cookies, app tracking systems, and other marketing tools that collect data. But how worried are we about making sure our email boxes are safe? Emails contain a lot of personal information and can leak that information. This is why Apple started offering MPP (Mail Privacy Protection).

What does MPP mean?

MPP is a privacy feature that Apple released on September 20, 2021. It is meant to give Apple Mail users a bit more anonymity. MPP obfuscates the recipient’s IP address, which provides the user with greater anonymity but creates fraudulent email openings.

This makes it hard for the person who sent the email to know whether Apple Mail users have opened it. This feature is available in iOS 15 and iPad 15 but not on MacBook yet. Even though MPP was made for Apple, it works for all emails opened in the Apple mail app, whether from Gmail, Yahoo, or Outlook.

What do marketers who use email need to remember about MPP?

To see how MPP works, let’s look at the market share of the five most popular email clients as of November 2021:

  • Apple: 54.2%
  • Gmail: 31.6%
  • Outlook: 4.7%
  • Yahoo Mail: 2.6%
  • Google Android: 2.2%

When it did come to email clients, Apple is number one.

Sixty-three percent of all iPhones run on iOS 15, and 49 percent of all iPads run on iPadOS 15, according to iOS 15 adoption rates. As long as Apple keeps telling its users to update their OS, these numbers will only go up. And since 96% of people in the U.S. choose not to track their ads, it’s not surprising that MPP use is growing.

With the use of MPP, a lot more emails will be opened. Email marketers will need to look at more than just open rates to measure the success of email campaigns. It is clear how MPP will work to keep consumer data safe. But there will be problems for marketers who use emails to get data for running campaigns.

How does MPP change engagement data and track how well emails work?

MPP will change any information that senders get from recipients whose mail apps are set up. Since MPP creates fake opens, engagement data based on open rates will be much higher than expected. Let’s look at some statistics from the first week of MPP to make it easier to understand.

5.1% of all email opens came from mail apps that work with MPP. The number of emails opened went up by 1.5%, which is normal. But compared to the week before, the total number of unique opens went up by 6.5%, which shows that false opens caused the rise.

Even though MPP was made for Apple Mail, other email services like Gmail, Yahoo, and Outlook started to use it more. If MPP changes the number of opens, it will change the performance information based on open rates. This will make it hard to tell if the email campaign is effective or if the numbers are just inflated.

Tips for Using MPP

It should be clear by now how MPP can change your email marketing metrics. So, will email marketing die as the number of MPP users grows? Certainly not! The only difference is that you’ll have to look at more than just open rates. Some other ways that are gold for measuring the success of your campaign are:

  • Click rate: MPP doesn’t change how often a link is clicked, so rising click-through rates are the finest way to figure out how good an email is.
  • Location: Since MPP hides IP addresses, a better way to find out where your subscribers live would be to ask them to put their zip code in the developed member or your email preference center. With this information, you can divide your audience into the right groups.
  • Automated emails: Set the rules for your automated emails to increase the number of clicks instead of the number of opens.
  • A/B test purpose: Similarly, it’s better to set your A/B test goal as “Increase click rate” than “Increase open rate.”
  • UTM tracking: Adding UTM variables to your email links can help you dig deeper into your marketing emails and connect your marketing emails to conversion goals in tools like Google Analytics.

Email remains one of the best marketing tools, and it will only improve over time. Marketers who can change their strategy to measure success in ways other than how many people open their emails will be in a good position to learn more about their customers.

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