In September, Apple began rolling out the Mail Protection Privacy (MPP)
feature, which is one of the many updates that came with iOS 15. This option, if enabled, heavily influences open rates, affecting segmentation, deliverability, A/B Testing, flow triggers, etc.
If you're sending emails, no doubt you've seen some fluctuations in your open rates after Apple's new privacy update has rolled out. This case study will describe the segmentation approach that we used for our clients, as well as the results.
With the impact that this privacy update had on all aspects of email marketing, it was clear we'd need to make some potentially significant adjustments. One particular email campaign that we created for a client illustrated how important it was.
Our client at the time had a lot of iOS users. Their primary engaged segment consisted of around 7,000–8,000 subscribers. After we sent an email campaign to a larger segment, which also included less engaged subscribers, the primary engaged segment grew by 50%.
This showed us that a huge number of Apple users were opting into the privacy features, which makes a lot of sense when you look at the wording below.