Best Practice Report

Apple’s Mail Privacy Protection Complicates A Trusted Channel

What Marketers Need To Know About Mail Privacy Protection

November 22nd, 2022
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Emily Collins , Stephanie Liu , Lexie Lawhon , Christine Turley

Summary

Apple Mail Privacy Protection (MPP) is a privacy feature in iOS 15 that deprecates marketer access to tracking pixels and IP address data. MPP leaves marketers hunting for new and better ways to measure, optimize, and activate promotional emails. This report helps B2C marketers learn what MPP is, understand its impact on email marketing, and provides recommendations for managing promotional emails in a post-MPP world.

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