Email Marketers Seek New Standards for Authentication

One year since Apple's Mail Privacy Protection, the dust has settled


On Sept. 20, 2021, Apple changed the email marketing landscape forever with the launch of its Mail Privacy Protection (MPP) feature. MPP prevents senders from using invisible pixels to collect information about their recipients, key customer data like open rates and location tracking in particular.

This meant email marketers had to shift their focus away from open rate data and rely instead on other metrics to ensure the success of their campaigns like inbox placement, subscriber engagement, spam hits, unsubscribe rates and sender reputation.

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