Introduction
Apple Mail Privacy Protection (MPP) changes how email opens are recorded for recipients using the Apple Mail app. These changes can distort open-based metrics and affect segmentation, automations, and engagement models.
The following best practices help ensure reliable engagement measurement when Apple Mail Privacy Protection is enabled.
Treat Apple Mail opens as a secondary signal
Assume that email opens from Apple Mail users may be triggered automatically.
Do not interpret Apple Mail opens as proof of active message consumption.
Use open rates only for directional insights, not as engagement confirmation.
Prefer clicks over opens for Apple Mail users
Use click events instead of opens for:
Segmentation
Automation triggers
Engagement scoring models (for example, RFE)
Treat clicks as the primary indicator of intentional interaction.
Design segments with Apple Mail behavior in mind
Avoid segments based solely on email opens when Apple Mail users are included.
Expect Apple Mail recipients to appear active even without meaningful engagement.
Combine opens with stronger signals such as clicks or conversions.
Review open-based automations
Reassess automations that are triggered by email opens.
Expect higher trigger frequency for campaigns that include Apple Mail users.
Prefer multi-signal conditions to reduce unintended automation runs.
Account for Apple Mail Privacy Protection in reporting
Expect open timestamps to be less precise for Apple Mail users.
Do not rely on location or device data derived from open events.
Apply consistent assumptions when comparing Apple Mail engagement to other clients.
Use open rates carefully as a KPI
Do not treat open rates as a success metric when Apple Mail users are included.
Prioritize KPIs based on deliberate user actions, such as:
Click-through rates
Conversion events
Use open rates only as supporting context.