Navigating through Apple’s mail privacy protection
When Apple introduced its Mail Privacy Protection (MPP) feature alongside iOS 15 in September 2021, the email marketing landscape slowly evolved rather than revolutionized. For marketers, it was a root shift in how we thought about and tackled measuring engagement, beyond a feature upgrade. As the hitherto dependable metrics of open rates and precise audience segmentation began to crumble, we had to rethink our approaches and devise new, more sustainable ways of connecting with our audience.
