RIP Open Rates: Study Finds Apple's iOS 15 Update Shatters a Key Metric

Opens are no longer a reliable metric for Apple Mail users

In June 2021, Apple announced its Mail Privacy Protection (MPP) for the Apple Mail app at the Worldwide Developers Conference (WWDC) as a part of its iOS 15 software update, a broader update that triggered nervous hand-wringing from marketers over-reliant on audience tracking.

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