Your email open rates are dropping, but it might not be your fault. Apple Mail Privacy Protection changed everything. Here's how to adapt.

The Impact of Apple Mail Privacy Protection (MPP)

In 2021, Apple introduced Mail Privacy Protection (MPP) in iOS 15. It broke email marketing as we knew it.

What MPP Does

Pre-loads all email images (including tracking pixels) on Apple's servers
Makes every email appear "opened" even if the user never opened it
Hides the user's real IP address and location
Affects 40-50% of email opens (all Apple Mail users)

The MPP Impact:

Open rates inflated by 20-40% (fake opens)
Can't tell if Apple Mail users actually opened
Open-based automations broken
A/B testing open rates unreliable

Why "Open Rate" is Now a Broken Metric

Open rate was never perfect, but MPP made it worse:

Problems with Open Rate

Inaccurate: MPP creates fake opens
Not actionable: Opens don't equal engagement
Privacy concerns: Users are blocking tracking
Platform dependent: Different rates by email client

What Open Rate Actually Measures

Open rate measures if someone loaded images, not if they:

Read your email
Engaged with your content
Took action
Cared about your message

Switching to Click-Based Triggers

Clicks are a better indicator of engagement:

Why Clicks Matter More

Intentional: User must actively click
Accurate: Can't be faked by privacy tools
Actionable: Shows real interest
Revenue-connected: Clicks lead to conversions

Click-Based Automation Triggers

Replace open-based triggers with click-based:

Old Way (Open-Based)

If opened email → Send follow-up
If didn't open → Send reminder
If opened 3+ times → Mark as engaged

New Way (Click-Based)

If clicked link → Send next email in sequence
If didn't click → Re-engage with different content
If clicked multiple links → Mark as hot lead
If clicked pricing page → Notify sales immediately

Cleaning Your List: Quality over Quantity

With broken open rates, focus on list quality:

1. Remove Inactive Subscribers

If they haven't clicked in 6-12 months, remove them:

Improves deliverability (ISPs favor engaged lists)
Reduces costs (pay per subscriber in many platforms)
Better metrics (engagement rates improve)

2. Use Double Opt-In

Require confirmation before adding to list:

Ensures valid email addresses
Proves real interest
Better engagement rates
GDPR/compliance friendly

3. Segment by Engagement

Segment based on clicks, not opens:

Hot: Clicked in last 30 days
Warm: Clicked in last 90 days
Cold: Clicked in last 6 months
Inactive: No clicks in 6+ months

Deliverability Best Practices for 2025

With privacy changes, deliverability is harder. Here's how to maintain it:

1. Authenticate Your Domain

Set up SPF, DKIM, and DMARC records
Proves you're a legitimate sender
Improves inbox placement

2. Warm Up New Domains

If using a new sending domain:

Start with small volumes (100-500/day)
Gradually increase over 4-6 weeks
Focus on engaged subscribers first

3. Monitor Reputation

Track these metrics:

Bounce rate (keep under 2%)
Spam complaints (keep under 0.1%)
Unsubscribe rate (keep under 0.5%)
Deliverability rate (target 95%+)

4. Send Valuable Content

ISPs track engagement. Send content people want:

Educational, not just promotional
Personalized and relevant
Clear value proposition
Easy to scan and act on

Conclusion

Apple Mail Privacy Protection broke open rates, but that's okay. Focus on clicks instead—they're more accurate and actionable. Clean your list, use click-based triggers, and follow deliverability best practices. The result? Better engagement metrics and emails that actually drive revenue.