{"id":37530,"date":"2021-10-14T13:15:54","date_gmt":"2021-10-14T17:15:54","guid":{"rendered":"https:\/\/www.litmus.com\/?p=37530"},"modified":"2021-11-18T20:29:45","modified_gmt":"2021-11-19T01:29:45","slug":"what-we-know-about-mpp-webinar-recording-qa","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/what-we-know-about-mpp-webinar-recording-qa","title":{"rendered":"What We Know Now about Apple\u2019s Mail Privacy Protection, What To Do Next & Predictions For The Future: Webinar Recording + Q&A"},"content":{"rendered":"\n\n\t
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Now that Apple\u2019s Mail Privacy Protection<\/a> (MPP) is out in the wild, has it impacted email marketing like we thought it would? What should marketers be doing differently? What does this tell us about the future of email?<\/p>\n

To answer these questions, we recently chatted with April Mullen (Director of Brand & Content Marketing at SparkPost), Dan Oshinsky (Inbox Collective), and Chad S. White (Head of Research at Oracle Marketing Consulting) to learn the latest on MPP and where they believe things are headed.<\/p>\n

Didn\u2019t get a chance to catch the conversation live? Check out the webinar recording<\/a> and read the Q&A below.<\/p>\n

Q&A<\/h2>\n

Here\u2019s a recap of our answers to the most popular questions. Have more? Ask us in the comments below.<\/p>\n

How exactly are we able to identify which users are opting in to MPP?<\/h3>\n

We can\u2019t necessarily see who is and isn\u2019t opting in to MPP, but we can<\/em> see iOS 15 users. Because we expect more than 95% of iOS 15 users to opt in to MPP, knowing exact MPP usage is kind of a moot point. Follow the advice of our panel to deliver a great subscriber experience, and you\u2019ll be in good shape.<\/p>\n

Can we still use things like countdown timers effectively?<\/h3>\n

They still work for your non-Apple Mail audience, but for your Apple Mail folks, we wouldn\u2019t totally rely on it. However, it may still be worthwhile. We\u2019re seeing that emails are getting pre-fetched as much as two weeks after an email has been sent. Since most emails are opened within 48 hours, there\u2019s a decent chance that most real-time content will function as it should. But it\u2019s still a very fluid thing right now and hard to predict one way or the other.<\/p>\n

How are ESPs treating MPP opens for the purposes of reputation and audience engagement?<\/h3>\n

Fortunately, mailbox providers don\u2019t really use opens to determine email deliverability, so we recommend focusing more on engagement metrics such as reads, clicks, and inbox behaviors. If you do that, you shouldn\u2019t have to worry about MPP impacting your sender reputation.<\/p>\n

Have there been any changes to the user agent string generated by Apple Mail?<\/h3>\n

Nope! We\u2019re still seeing Mozilla\/5.0.<\/p>\n

How much have open rates increased so far?<\/h3>\n

The increase is still really small at this point. For most people, if you\u2019re seeing a lift in opens, it\u2019s less than 10%. This is because Apple hasn\u2019t started pushing their latest updates hard yet. We expect this to change closer to the holidays and into next year.<\/p>\n \t\t\t<\/div>\n \t\t<\/div>\n \t<\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Get answers to questions about the impact of Apple\u2019s Mail Privacy Protection and where we go from here.<\/p>\n","protected":false},"author":1,"featured_media":36007,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[9954],"blog_category":[50],"class_list":["post-37530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-mail-privacy-protection","blog_category-webinars"],"yoast_head":"\nWhat We Know Now about Mail Privacy Protection: Webinar Recording + Q&A - Litmus<\/title>\n<meta name=\"description\" content=\"Get answers to questions about the impact of Apple\u2019s Mail Privacy Protection and where we go from here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/what-we-know-about-mpp-webinar-recording-qa\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What We Know Now about Apple\u2019s Mail Privacy Protection, What To Do Next & Predictions For The Future: Webinar Recording + Q&A\" \/>\n<meta property=\"og:description\" content=\"Get answers to questions about the impact of Apple\u2019s Mail Privacy Protection and where we go from here.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/what-we-know-about-mpp-webinar-recording-qa\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-14T17:15:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-11-19T01:29:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/09\/What-Now-MPP-Webinar.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"What We Know Now about Mail Privacy Protection: Webinar Recording + Q&A - 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