Top Deliverability’s Blog
Spam Resource: What Apple didn’t break
- February 10, 2022
- Posted by: Top Deliverability
- Category: Industry News Spam Resource
Al Iverson just posted another engaging blog on Spam Resource:
Yeah, I know. Apple blew up open tracking. Other things have been gnawing away at it for a while, but where we’re at now is that for anybody who reads their email messages on a modern iPhone, whether or not they opened the message is no longer something an email sending platform can track accurately. Sparkpost points out that we’re basically at the saturation point: 45-55% of all opens are now now via Apple MPP-enabled users (and thus cannot be trusted).But you know what Apple didn’t break? Your ability to identify (most) of the unengaged. If you’re looking to segment out your unengaged subscribers, those who haven’t opened or clicked in months, proceed as you would have prior to MPP. There’s a margin of error that wasn’t there before — you won’t catch all of the unengaged — but truly, people who show as never having registered? They’re still very…
More here: What Apple didn’t break
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