{"id":6064,"date":"2022-01-24T18:50:06","date_gmt":"2022-01-24T18:50:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/24\/current-state-of-apples-mail-privacy-protection-webinar-qa\/"},"modified":"2022-01-24T18:50:06","modified_gmt":"2022-01-24T18:50:06","slug":"current-state-of-apples-mail-privacy-protection-webinar-qa","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/24\/current-state-of-apples-mail-privacy-protection-webinar-qa\/","title":{"rendered":"Current State of Apple\u2019s Mail Privacy Protection: Webinar + Q&#038;A"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/01\/LT-MPP-january3.png\" \/><\/p>\n<div>\n<p><a href=\"https:\/\/www.litmus.com\/blog\/what-we-know-about-mpp-webinar-recording-qa\/\" target=\"_blank\" rel=\"noopener\">Apple\u2019s Mail Privacy Protection (MPP)<\/a> went into effect in September 2021. With a few months behind us, how did it really affect email marketing?<\/p>\n<p>April Mullen (Director of Brand &amp; Content at <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">SparkPost<\/a>) and John Stephenson (Vice President Deliverability Services at <a href=\"https:\/\/www.epsilon.com\/\">Epsilon<\/a>) joined us for a panel discussion about the current state of MPP, hosted by Cynthia Price (VP of Marketing at Litmus).<\/p>\n<p>Watch the webinar recording below, and read on for answers to some of your top questions.<\/p>\n<p><iframe loading=\"lazy\" class=\"wistia_embed\" title=\"Litmus Talks | Current State of Apple MPP Video\" data-lazy=\"true\" data-src=\"https:\/\/fast.wistia.net\/embed\/iframe\/v5fpbqaq1l?seo=false\" name=\"wistia_embed\" width=\"640\" height=\"360\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<h2>Q&amp;A<\/h2>\n<p>Below is a recap of our answers to some of the top questions from the webinar. Got more questions? Head over to the <a href=\"https:\/\/litmus.com\/community\/\" target=\"_blank\" rel=\"noopener\">Litmus Community<\/a>.<\/p>\n<h3>Let\u2019s start with the basics. What has Apple done and what does it mean for email marketing?<\/h3>\n<p><strong>John:<\/strong> They have made a few changes, but I think the one that we get the most questions about is what they\u2019ve done with the open rate. Originally they made this proclamation, \u201cHey, we\u2019re blocking opens.\u201d But what they\u2019re essentially doing is overloading the reporting with too many opens.<\/p>\n<p>Most people\u2019s reporting will show that open rates fly up. How we\u2019re actually doing it: We\u2019re not counting those MPP opens as open, so our open rate has actually gone down (that data is retrievable).<\/p>\n<p>But it\u2019s really changed the meaning of \u201cthe open\u201d. I think \u201cthe open\u201d has been the one, single go-to metric\u2014sort of the default performance metric that people used across platforms. Everybody knew what it meant. It was always good enough and easily attainable.<\/p>\n<p>It really has caused everybody to question: What does the <a href=\"https:\/\/www.litmus.com\/blog\/email-read-rates\/\" target=\"_blank\" rel=\"noopener\">open rate<\/a> mean? What <a href=\"https:\/\/www.litmus.com\/blog\/the-email-metrics-marketers-measure-and-the-ones-they-should\/\" target=\"_blank\" rel=\"noopener\">metrics<\/a> should I be evaluating, and in what kind of ratio should I be looking at performance of lists, audience, and all those things?<\/p>\n<p>First and foremost, it\u2019s raising a lot of questions about how we should be reviewing our <a href=\"https:\/\/www.litmus.com\/resources\/email-reporting-slide-template\/\" target=\"_blank\" rel=\"noopener\">campaign performance<\/a> and audience engagement.<\/p>\n<p><strong>April:<\/strong> I agree with everything that John said. You raise a good point John\u2014it\u2019s gating the reporting that comes back. But it really depends on the provider you\u2019re using, on how they\u2019re doing it.<\/p>\n<p>So Epsilon, you say you\u2019re backing out of the open, so your open rate is going down. At SparkPost, we\u2019re actually giving people a variety of ways to look at it. If it\u2019s an <a href=\"https:\/\/www.litmus.com\/blog\/what-we-know-about-mpp-webinar-recording-qa\/\" target=\"_blank\" rel=\"noopener\">MPP<\/a> open, they can parse that out. If they want it to be included as an open, great. If they want to just set it aside, they can do that too.<\/p>\n<p>I definitely would caution to everyone that\u2019s watching: Find out how your provider is measuring it and if they\u2019re even measuring it. And then understand how you want to analyze those results to determine what you do with it and how. Are your results for the population that has accurate opens? Is it remaining stable? Is it going down?<\/p>\n<p>I think the first order of business is understanding how your technology providers are tracking this, so you can then figure out where to go from there.<\/p>\n<h3>Now that MPP is out in the world, what are we seeing so far, what can we learn from it, and what\u2019s changed?<\/h3>\n<p><strong>April:<\/strong> At SparkPost, we\u2019re seeing around 40% of all email opens globally being opened via iOS15 or one of the new operating systems. That means only about 10% of opens remain until we get to the saturation point of iOS15, meaning all of the people that we think are using Apple devices.<\/p>\n<p>That actually happened faster than what we were expecting at SparkPost. We thought it\u2019d be maybe six months, but we also noticed a lot of activity of the new operating system being automatically pushed out to a lot of people.<\/p>\n<p>We will see probably very soon what it means to be in a world where you can\u2019t track opens on people that are using Apple devices. We\u2019re almost to that saturation point.<\/p>\n<p>As far as deliverability impacts or anything like that\u2014we\u2019re not seeing anything really changing drastically yet. But it\u2019s interesting that we\u2019re at that saturation point already, or almost to it.<\/p>\n<h3>What do we think that Apple\u2019s long term plans are? Will we see others follow suit?<\/h3>\n<p><strong>April:<\/strong> To answer the question about why is Apple doing this\u2014this is a big pillar of their brand message: privacy. They are, I think, thinking about the U.S. specifically in light of our government not implementing things like GDPR.<\/p>\n<p>I think Apple views this as an opportunity to do what the government is <i>not<\/i> doing and offer this to people using their devices. They\u2019re also in this really interesting place where they own the actual piece that you use for all the distribution of this, and so they can really control and lock down the devices.<\/p>\n<p>We\u2019ve also seen the <a href=\"https:\/\/www.litmus.com\/blog\/this-is-not-a-drill-the-loss-of-third-party-cookies-is-bigger-than-gdpr-and-ccpa\/\" target=\"_blank\" rel=\"noopener\">demise of third-party cookies<\/a> that\u2019s been gone out of the Safari browser. We know that\u2019s coming in 2023 for Google, but [as for] Safari, they\u2019ve had the ability to shut down tracking on that browser for quite some time. So, it seems natural that they would lean into privacy on open tracking too, as a proof point for people that use their devices that \u201cHey, we\u2019re continuing this trend of believing that your privacy is important.\u201d<\/p>\n<p>To answer the question around do we think other companies will do this: Google is going to stop third-party cookie tracking, so I don\u2019t know. I think we should be open to the fact that Google might decide to follow what Apple is doing.<\/p>\n<p>We\u2019ve heard rumblings at SparkPost that a major mailbox provider is considering (not Gmail) blocking open tracking or maybe even giving people the ability to pay for access to that, but we don\u2019t know that for sure.<\/p>\n<p>But the fact that MPP is already impacting nearly half of email opens, I think we should already consider what a world without opens should look like and pivot based on that\u2014and expect that there will be more of this type of tracking being blocked.<\/p>\n<h3>MPP is changing how we look at performance, but not necessarily how we\u2019re setting goals for our campaigns. Would you agree?<\/h3>\n<p><strong>April:<\/strong> I actually agree with you\u2014there has not been a lot of change [to how we\u2019re setting goals for our campaigns].<\/p>\n<p>The places where we have seen some changes where the use case relied on opens would be campaign logic. The example is automated flows that used opens (or lack of opens) to determine the next best message. Or even in the situations where people would send a batch email, wait and see who opened and didn\u2019t, and if you didn\u2019t open, then they would respond with a new subject line.<\/p>\n<p>Some of those things are basically sunk. They\u2019re toast. I do know of clients that have changed their logic a bit to kind of get around that.<\/p>\n<p>One thing I would have expected to become more pronounced is around using opens to determine engagement for <a href=\"https:\/\/www.litmus.com\/resources\/email-deliverability-guide\/\" target=\"_blank\" rel=\"noopener\">deliverability<\/a> purposes. But I\u2019m not really seeing a ton of changes there yet, and I\u2019m also not seeing deliverability issues.<\/p>\n<p>I have expected that in Q4\u2014just as this thing was ramping up and adoption was happening\u2014that we would maybe start to see some deliverability issues out of not being able to look at opens for reengagement. But we never actually saw that.<\/p>\n<p>I don\u2019t know, John, if you saw the same thing at Epsilon\u2014but it seemed like everything kind of went off without a hitch, so I think maybe the opens are not as important as we long thought they were.<\/p>\n<p><strong>John:<\/strong> Well, deliverability people are superstitious. I don\u2019t want to jinx anything here.<\/p>\n<p>Epsilon is living in a world where by default, we\u2019re kind of holding those MPPs out. Again, they\u2019re collectible, but we\u2019re putting them out. So if we imagine the customer saying, \u201cI only want to send to one year opens [or subscribers who have opened an email in the past year],\u201d and they\u2019re not adding back in those MPPs, then their list is going down. It\u2019s going by the old engagement metrics, and it\u2019s not considering the MPP open.<\/p>\n<p>But I\u2019m not shocked that you\u2019re not seeing folks drop off a cliff. For those folks that are counting MPP opens as open, I think we have to consider it well.<\/p>\n<p>Going back a year is somewhat of a default. That\u2019s what most of our marketers are doing. Basically, [MPP] started three months ago. A majority of the time, we have people that have genuinely opened for at least nine months ago. [If you look at one year], for the trailing nine months, we had the regular open rate (so kind of the window of where we\u2019re dropping those people off).<\/p>\n<p>It\u2019s a subtle change overtime. We\u2019re still sending to mostly the true engagers from the old rules, and we may continue to send to more and more of the Apple MPP openers, so it\u2019s kind of a subtle change.<\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.litmus.com\/blog\/current-state-of-mpp-jan-2022-webinar-recording-qa\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple\u2019s Mail Privacy Protection (MPP) went into effect in September 2021. With a few months behind us, how did it really affect email marketing? April&#8230;<\/p>\n","protected":false},"author":1,"featured_media":6065,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-6064","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Current State of Apple\u2019s Mail Privacy Protection: Webinar + Q&amp;A - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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