Apple Mail Privacy Protection (MPP) affects how email open rates are reported. MPP makes open tracking less reliable, but it does not affect email delivery or click tracking in Seguno: Email Marketing.
This article explains which subscribers are impacted, how metrics change, and what actions merchants should take.
What is Apple Mail Privacy Protection (MPP)?
Mail Privacy Protection (MPP) is a feature introduced by Apple in iOS 15 and later updates for Apple Mail. MPP prevents email senders from accurately tracking when a recipient opens an email.
MPP also masks IP addresses, which reduces the accuracy of location-based reporting.
Apple has included MPP across iOS, iPadOS, macOS, and watchOS. Adoption rates are significant among Apple Mail users.
Which subscribers are impacted?
Only subscribers who:
Use the Apple Mail app
Enable Mail Privacy Protection
Subscribers using Gmail, Outlook, or other email clients are not affected by MPP open tracking changes.
Each email list is different. Merchants should expect reporting changes based on how many Apple Mail users are on the list.
How MPP affects email metrics
Open rates
Open rates may appear artificially higher.
MPP may pre-load email content, which registers as an open even if the subscriber did not actively open the message.
This means open rate is no longer a reliable measure of engagement for Apple Mail users.
Click rates
Click rate remains accurate in Seguno Email Marketing.
Click rate is calculated as total clicks divided by total delivered emails. MPP does not affect tracked link clicks.
Merchants can use click rate as a more reliable engagement indicator, especially if email design and call-to-action placement remain consistent.
Location data
Location reporting may be less accurate because MPP masks IP address data.
Impact on Seguno features
Some Seguno features rely on open data. These features may behave differently:
Remails
Remails that target “non-openers” may send to fewer subscribers because MPP may register more opens than actually occurred.
Automated Discount reminders
Automated Discount reminders may send to more subscribers because it may appear that more recipients viewed the original message.
Note:
Seguno automations include built-in safeguards to prevent excessive sending.
How to measure engagement going forward
Because open rate accuracy is reduced, merchants should focus on:
Click rate
Conversion rate
Sales attributed to email
Subscriber purchase behavior
Seguno evaluates engagement using multiple data points, not open rate alone. This approach supports better list cleaning decisions and helps identify valuable subscribers.
What merchants need to do
No configuration changes are required in Seguno.
Continue following email marketing best practices:
Write clear subject lines
Use strong call-to-action buttons
Monitor click and conversion rates
Maintain consistent email design
If questions arise, contact Seguno Support.
FAQs
Does Apple Mail Privacy Protection block email delivery?
No. MPP does not affect deliverability. Subscribers will continue to receive emails normally.
Are click rates still accurate in Seguno?
Yes. Click tracking is not affected by MPP and remains reliable.
Should I stop using open rate as a metric?
Open rate can still show trends, but it should not be used as the sole engagement indicator. Use click and conversion data for better accuracy.
Does this affect automations in Seguno Email Marketing?
Automations continue to function normally. However, workflows that use open-based conditions may include Apple Mail users who appear to have opened messages automatically.