Email senders are now relying on the value of rich tracking available when communicating via email, especially when tracking recipients openly. The senders then use open data to optimize their customer experience. For example, personalization with branch automation, change of transmission patterns with well thought-out Sunset guidelines, as well as measuring the engagement and ultimately the success of campaigns and notifications.
Now, however, the reliability of open tracking is at risk. The start of Apple’s Mail Privacy Protection (MPP) and the rise in adoption over the past 3 weeks has resulted in the email industry as a whole experiencing an inflation of anonymous open activity.
MPP encourages Apple Mail application users on the latest operating system to increase their security by anonymizing their open engagement activities.
As a result, senders see regardless of their email service provider an increase in random open events that are triggered by Apple computers and that do not receive open events of actual human engagement for MPP-enabled users.
However, don’t worry. After extensive research, testing, and monitoring, Twilio SendGrid can make this anonymous open data consistent with ours Display for opening the Apple device—Now available from SendGrid event webhook. The Apple Machine Open Indicator is a Boolean field “sg_machine_open” that is included in all open events to identify MPP-enabled user openings. If the Boolean field “sg_machine_open” is true, this indicates that an Apple computer and not a human raised the Open event anonymously.
With the Apple Machine Open Indicator, Twilio SendGrid enables senders to identify anonymous data for analysis from real human engagement data. This gives senders the ability to respect recipient privacy and customize email sending strategies to reduce reliance on open data for MPP-enabled users while still leveraging the power of human email engagement data, if available.
Further recommendations for adapting to Apple’s Mail Privacy Protection can be found at our comprehensive guide and get personal advice from our Team of email experts.