We’re reaching out because Apple has announced a new Mail Privacy Protection program for this fall that will affect how email opens are detected across the email industry. When Apple Mail users first open the app after the program has been launched, they will be prompted to choose whether to protect their email activity. Most notably for bulk email senders, the option to protect mail activity will prevent senders from knowing whether the recipient opened an email.

While Apple has not provided specific details about how this program will be implemented, we suspect that all emails received by Apple Mail will register as opened, resulting in an artificial increase in the number of Targeted Email opens when the program takes effect.

We’ve put together some information for you about how we suspect the privacy program will affect your emails and how you can prepare for these changes.

Since the goal of most email programs is conversions, such as donations and signups, our primary recommendation is to redirect your focus from opens to clicks and conversions. Additionally, with Apple’s new program, it will be more important than ever to follow best practices around email deliverability. If you’re new to the concept of deliverability or want to review our recommended best practices, you can explore our Email Deliverability Success Guide and register for our Implementing Email Deliverablity Best Practices webinar.

We will reach out with additional information about handling these changes as Apple releases more information about the program. As always, please do not hesitate to reach us with any questions or concerns.

Yours,

Mark Puleo

(He, Him, His)
Vice President of Client Services, NGP VAN