| It’s been almost two months since Apple introduced Mail Privacy Protection (MPP) as part of their iOS15 release. As a reminder, MPP gives anyone who uses the Apple Mail app (~40% of global market share according to our research) the power to block online tracking. This means open rates, device information, and location information are all less reliable. Not only does this affect the accuracy of your email engagement reporting, but it also affects programs that rely on geo segmentation, a/b testing, and trigger-based automations. Our data shows adoption rates have already reached over 30% and are continuing to rise, meaning the impact on reporting metrics will become more significant with time. We’re also seeing a rise in spam trap hits, suggesting senders are continuing to send to recipients who are not actually engaging. But don’t worry, Validity has the information and resources you need to help you adjust your strategy. Check out our eBook, What the Heck is Mail Privacy Protection?, to understand: What MPP is and how it works How MPP affects email senders and recipients Strategies and tactics for measuring your email program Tips and tools to help you continue to drive results through your email campaigns Download What the Heck is Mail Privacy Protection? now to receive the tools you need to turn MPP into a win for you and your email program. | 