Who this applies to#
- Account for Mail Privacy Protection when interpreting image-load activity and open-based reporting from Apple Mail recipients
What Apple Mail Privacy Protection requires#
- Treat open activity as an imperfect signal and use downstream actions when a decision needs stronger evidence of engagement
Apple Mail
When enabled, Mail Privacy Protection hides IP address information and prevents senders from seeing open activity
What this does not require#
- Mail Privacy Protection does not prevent a merchant from measuring a recipient's later click or purchase in systems that lawfully record those events
Common mistakes#
- Reading every recorded open as a person viewing the message
- Using opens as the only engagement signal
- Describing MPP as an unsubscribe mechanism
Apple Mail Privacy Protection checklist#
- Segment measurement assumptions
- Use clicks for stronger intent
- Document metric limits
- Avoid open-only automation claims