This policy sets out the position of the ASSC regarding the inclusion of Apple Mail Privacy Protection (MPP) enabled email data in our email performance reporting.
Apple introduced Mail Privacy Protection (MPP) in 2021 as a privacy feature that masks whether and when an email is opened by pre-loading email content on Apple devices. This results in open rates being inflated or inaccurately reported when MPP is enabled.
Many reporting tools now offer a checkbox to exclude Apple MPP data from reporting open rates of emails. However, doing so can result in open rates being under-represented, especially for audiences with high Apple device usage.