Will Apple Mail Privacy Protection affect Mac OS Monterey users and Outlook?

Key findings

• MPP application: Apple Mail Privacy Protection is a feature of the native Apple Mail app across iOS 15, iPadOS 15, and macOS Monterey. It is not inherently a feature of third-party email clients.
• Outlook on Mac: Emails opened in Microsoft Outlook on Mac OS Monterey are not directly affected by MPP unless the user has enabled Apple's iCloud Private Relay feature, which routes all network traffic through Apple's proxy servers.
• Private relay's role: iCloud Private Relay (a paid iCloud+ feature) acts as a VPN-like service, masking a user's IP address for all internet traffic originating from their device, including traffic from non-Apple Mail apps. This is distinct from MPP but shares similar infrastructure.
• Impact on open rates: When MPP or Private Relay is active, Apple's proxy servers pre-fetch email content, including tracking pixels, regardless of whether the user actually opens the email. This leads to inflated or obscured open rate metrics. For more on the general impact, see our article on iOS 15 and email marketing privacy.

Key considerations

• Rethink open rates: Marketers should move away from relying solely on open rates as a primary engagement metric for Apple users. Focus on other indicators like clicks, conversions, and direct website visits.
• Segment analysis: Analyze engagement data from non-Apple Mail clients and operating systems separately to gain a clearer picture of overall audience interaction. Understanding how Apple's Sign-in with Apple private relay serviceaffects your data is also crucial.
• IP and location data: Be aware that IP address and precise location data for Apple Mail users will be largely obscured, impacting segmentation and personalization strategies based on geographic location. Twilio provides a comprehensive guide on Apple Mail Privacy Protection.
• Content adaptation: Design emails that are engaging and informative even without relying on pixel-based tracking. This includes clear calls to action and compelling subject lines.

Key opinions

• Concern for hidden IPs: Many marketers initially worried that IP addresses would be hidden across all email clients on macOS Monterey, including Outlook, which would severely limit segmentation capabilities.
• Misconceptions about WebKit: Some marketers speculated that Microsoft's use of Apple's WebKit rendering engine might extend MPP's effects to Outlook, though this has been clarified to be incorrect regarding MPP's direct impact.
• Focus on alternative metrics: There's a growing consensus among marketers that relying less on open rates and more on click-through rates, conversions, and other downstream metrics is essential post-MPP. Our guide on email deliverability issuesprovides further context on adapting to changes.
• Data for non-apple clients: Marketers recognize that data from users on other email clients like Gmail or the Microsoft Outlook app interface will remain accessible for traditional tracking.

Key considerations

• User experience focus: With reduced visibility into open behavior, marketers should prioritize delivering high-value content and a seamless user experience to encourage clicks and direct engagement.
• Audience segmentation: Adapt segmentation strategies to rely less on inferred engagement from open rates for Apple users. Consider using explicit preferences, purchase history, and website activity. For tips on complying with new sender requirements, review our guidance.
• Testing and adaptation: Continuous testing of email campaigns and monitoring of metrics will be crucial to understand evolving user behavior and the effectiveness of new strategies. SendGrid offers insights on the complete guide to Apple Mail Privacy Protection.
• Beyond the pixel: Innovate email content to provide value upfront, without relying on the invisible pixel. This might include dynamic content, interactive elements, or a greater emphasis on subject lines and preview text.

Key opinions

• MPP in macOS Mail: Experts confirm that Mail Privacy Protection is indeed a built-in feature of the Apple Mail app on macOS Monterey, similar to its implementation on iOS and iPadOS.
• Private Relay's broad impact: It is clarified that Private Relay, a separate iCloud+ feature, affects all outgoing traffic from a macOS device, including that from third-party apps like Outlook, by routing it through Apple's proxy servers.
• Distinguishing features: Experts emphasize the distinction between MPP (for Apple Mail's pixel tracking) and Private Relay (a system-wide VPN-like service), though they share similar proxy infrastructure. This can lead to confusion for senders trying to understand why emails bounce at Apple domains.
• Shared infrastructure: Both MPP and Private Relay utilize similar Apple proxy infrastructure, meaning traffic patterns for either feature can appear alike, making it difficult to discern their precise source from network logs alone.

Key considerations

• Attribution challenges: The masking of IP addresses through either MPP or Private Relay complicates geographic and device-based attribution for email opens, requiring new approaches to data analysis.
• Focus on deliverability fundamentals: With privacy features obscuring some metrics, the importance of robust email authentication (like DMARC, SPF, and DKIM) and maintaining a strong sender reputation becomes even more critical for inbox placement.
• Educating teams: It is essential for marketing and technical teams to understand the nuances of MPP and Private Relay to avoid misinterpreting engagement data and to adapt strategies effectively. Word to the Wise offers gory details on Apple MPP reporting and geolocation.
• Adapting measurement: Implement new measurement frameworks that prioritize conversion-based metrics and click engagement, especially for segments using Apple devices.

Key findings

• MPP location and activation: Mail Privacy Protection is an explicit option found within the device settings of iOS 15, iPadOS 15, and macOS 12 Monterey, specifically applying to the Apple Mail app.
• Pixel pre-loading: When MPP is enabled, Apple's proxy servers automatically download remote content, including tracking pixels, as soon as the Mail app is opened or a mailbox is updated, independent of actual user interaction with the email. This has a direct impact on the accuracy of email open rates, potentially affecting how businesses assess deliverability to platforms like Outlook.
• IP address masking: MPP achieves privacy by routing content requests through multiple proxy servers, thereby hiding the recipient's true IP address from the sender.
• Private Relay mechanism: iCloud Private Relay encrypts and routes all traffic, acting as a network-wide privacy feature that can also influence how email traffic appears, even from non-Apple Mail clients, if enabled.

Key considerations

• Data accuracy: Documentation confirms that marketers will no longer be able to accurately track open rates, precise IP addresses, or location data for users with MPP enabled on Apple Mail. This impacts overall email deliverability reporting.
• Distinguishing sources: While distinct, the shared proxy infrastructure of MPP and Private Relay means that traffic originating from either service may be difficult to differentiate based solely on IP addresses.
• User control: Users have the option to enable or disable MPP and Private Relay, meaning not all Apple users will obscure their open data, but a significant portion will.
• Adaptation is key: The documentation underscores the necessity for email service providers and marketers to adapt their tracking methods and metrics to account for these privacy enhancements. Omeda provides a useful article on how MPP impacts email marketing.