Mail Privacy Protection (MPP) is an Apple Mail feature that preloads message content, including tracking pixels, through Apple proxies, hiding the recipient's IP and making opens appear whether or not the person read the message.
What good looks like#
- Done: Identify the share of your list using Apple Mail.
- Done: Shift primary metrics to clicks, replies, and conversions.
- Done: Remove open-based triggers from automations and sunset policies.
- Done: Report open rates with an MPP caveat or exclude Apple opens.
What bad looks like#
- Seen in audits: Sunsetting engaged Apple users because clicks are the only reliable signal and they did not click.
- Seen in audits: Location-based content that assumes real IPs.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
Frequently asked questions#
Does Mail Privacy Protection affect deliverability?
Not directly. It affects measurement. Deliverability signals at Apple are based on complaints and authentication.