Postmark: How Apple’s Mail Privacy Changes Affect Email Open Tracking

Postmark just shared another engaging article:

Apple’s Mail Privacy Protection has arrived, and it’s bringing major changes that anyone in the field of email marketing needs to know about. With Privacy Protection, Apple is giving email recipients more control over what data they’d like to share with email senders. This isn’t exactly the end of email marketing as we know it, but senders will have less data about recipient behavior. And senders who currently rely heavily on open tracking and related strategies will need to pivot quickly. According to Litmus, Apple Mail pulls in more than 48% of email client market share, so the impact of this update will be widely felt. Below, you’ll find everything you should know about Apple’s latest update, with a special focus on how it will impact email open tracking in the long run. What is Apple’s Mail Privacy Protection? Apple’s Mail Privacy Protection (MPP) is a new set of features…

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