Why am I seeing multiple opens for one email contact, and how does Apple MPP affect this?

Key findings

• MPP prefetching: Apple's Mail Privacy Protection automatically downloads all images in an email when it arrives in the inbox, regardless of whether the user actually opens the email. This action triggers a false open.
• Multiple device usage: A single recipient might have the same email account configured on multiple devices or email clients. For example, an email could be prefetched by Apple Mail on an iPhone and then genuinely opened later on a desktop webmail client.
• User agent analysis: Detailed user agent strings that do not show as prefetched, especially those indicating specific browser or OS versions (like Safari on iOS), are more likely to represent genuine human opens, even if an initial prefetched open also occurred.
• Distinguishing opens: ESPs often provide a flag, such as is_prefetched, to help identify opens generated by MPP, which can help in distinguishing them from subsequent human interactions.
• Hotmail and MPP: If a Hotmail address shows a prefetched open from a Mozilla/5.0 user agent, followed by a detailed user agent indicating Safari on iOS with is_prefetched=false, it suggests the user has their Hotmail account set up in the Apple Mail app on an iOS device.

Key considerations

• Redefine engagement metrics: With the impact of MPP, it is increasingly important to shift focus away from open rates as a sole indicator of engagement. Instead, prioritize metrics like click-through rates, conversions, and direct replies.
• Segment data: Whenever possible, segment your email data by client and device to better understand how different user environments interact with your emails. This can help isolate MPP's effect.
• Understand proxy behavior: Be aware that other email services, beyond Apple, also use proxy servers that might prefetch images, leading to what appear to be multiple opens. Learn more about Google Image Proxy IP opens.
• Review ESP reporting: Familiarize yourself with how your email service provider reports opens, especially their methods for identifying and flagging MPP-generated activity. Some ESPs offer distinctions for machine opens.
• Consult external resources: For a deeper dive into Apple MPP's impact, refer to comprehensive guides like Mailchimp's Apple Mail Privacy Protection FAQs.

Key opinions

• Conflicting data: Marketers often see confusing data, such as a prefetched open followed by what appears to be a genuine open from the same contact, leading to questions about actual user behavior.
• Multi-device scenarios: It is widely accepted that users often interact with emails across multiple devices, some of which may have MPP enabled, contributing to varied open signals.
• Impact on engagement metrics: There's a general concern that MPP distorts traditional open rates, making it difficult to gauge true engagement and segment audiences effectively.
• User agent insights: Marketers look to user agent strings and prefetch flags provided by their ESPs for clues about whether an open was machine-generated or human-initiated.

Key considerations

• Embrace new metrics: Marketers should pivot towards metrics like clicks, conversions, and website activity to truly measure campaign performance, recognizing that open rates are no longer as reliable due to MPP.
• Understand MPP's reach: It is important to remember that MPP applies to emails viewed in the Apple Mail app across all devices, regardless of the email service (e.g., Gmail, Hotmail). Understanding how MPP affects Mac OS Monterey users and Outlook is key.
• Leverage data points: Utilize all available data points from your ESP, including device and client information, to attempt to distinguish automated opens from actual recipient engagement. This often means relying on more advanced analytics.
• Focus on deliverability: While open rates are skewed, maintaining good email deliverability remains paramount. Focus on practices that increase email click-through rates and overall inbox placement, rather than just raw open counts.
• Adapt reporting: As noted by EmailTooltester.com, marketers need to adapt their reporting frameworks to account for MPP, possibly by excluding MPP opens from certain analyses or using alternative engagement metrics.

Key opinions

• Prefetching's purpose: The core function of Apple MPP is to prevent accurate open tracking by prefetching and caching all email content, making it appear as if an email has been opened regardless of actual user behavior.
• Multi-client consumption: Emails are frequently consumed across multiple devices and email clients. It is common for an email account to be set up on Apple Mail (generating an MPP open) but read primarily on another platform, like Yahoo webmail, which may also use its own proxy.
• Differentiating proxy opens: There is a distinction to be made between different types of proxy loads; some, like Yahoo Proxy, are considered by some experts to be based on real human interaction rather than being purely bot-generated like Yahoo LinkPreview.
• Varied prefetching behaviors: Even beyond Apple, other applications and usage patterns can lead to prefetching, further complicating the interpretation of open rates.

Key considerations

• Adapt to new realities: Experts advise that senders must accept that traditional open rates are no longer accurate for all users and adjust their measurement strategies accordingly. This shift includes understanding how email client market share data is affected.
• Holistic engagement view: Focus on a more holistic view of engagement that includes clicks, conversions, and subscriber lifetime value rather than just open data, as also discussed in relation to sudden spikes in Gmail email open rates.
• Leverage available data: Utilize any signals provided by ESPs, such as `is_prefetched` flags or detailed user agent strings, to gain deeper insights into the nature of reported opens.
• Stay informed: Keep abreast of new privacy features from major mailbox providers. Twilio's comprehensive guide on Apple Mail Privacy Protection is an excellent resource.

Key findings

• Automatic image preloading: MPP automatically downloads and preloads all images and tracking pixels in an email when it arrives in the inbox, irrespective of whether the recipient actually opens it.
• IP address masking: One of the key privacy features of MPP is to mask the user's IP address, preventing senders from knowing their location or linking it to other online activities.
• Inflated open rates: The preloading mechanism inevitably leads to an increase in reported open rates, which are often referred to as 'false opens' or 'machine opens,' as they don't represent genuine user interaction.
• Impact on all mail apps: MPP affects any email accessed through the Apple Mail application, regardless of the email service (e.g., Gmail, Outlook.com, Hotmail) connected to it.
• Disrupts open tracking: Documentation confirms that MPP directly impacts the traditional functionality of email open tracking pixels, making it challenging for senders to accurately assess recipient engagement based solely on opens.

Key considerations

• Shift in metrics: Documentation implicitly advises marketers to shift their focus from open rates to other engagement metrics like clicks, conversions, and website traffic to accurately measure campaign performance in a post-MPP world.
• Impact on IP warmup: It is important to consider how Apple Mail Privacy Protection impacts IP warmup strategy and other sender reputation metrics.
• Data interpretation: Senders should learn to interpret their email analytics with the understanding that a significant portion of reported opens may be machine-generated, potentially leading to misleading deliverability rates.
• Stay informed about updates: Continuously review updates from providers like Mailchimp on About Apple Mail Privacy Protection to adapt strategies as the privacy landscape evolves.