When a user opts-in to mail privacy protection. They’re allowing apple to pre-fetch (or download). Emails and email images to their device. This takes place with or without the user deciding to open and read the email message. Email image pixels. Which indicate opens and open rates. Are includ in this pre-loading. This means an email may be mark as open even though the user did not open or read it.
Anyone using the native apple mail
Anyone using the native apple mail application to read their email. Be it on an iphone. An ipad. Or a mac. Is able to turn these features on. And while we don’t know what the final adoption rate will be. We saw a clear and steady europe email list increase in open rates in our 2022 email marketing benchmarks report after mpp was releas. Open rates in 2021. Shown by month. Looking at this data. We think it’s safe to say that. As mpp is adopt by more users. Open rate will become an increasingly unreliable and unimportant metric.
Why you don’t ne open rates to be successful
Why you don’t ne open rates to be successful While this may seem sudden and drastic. The truth is. Open rates have never been as reliable as you might think. While open rate was design to reflect human interaction with an email. Those numbers have already been skew in the past by anti-spam filters. Autoresponders. And an increasing EW Leads number of mailbox providers who had already disabl open tracking. So. Though this is the biggest and likely final nail in the coffin. The open rate was never the solid. Reliable metric that you might have thought.