Apple mail vs outlook 20219/12/2023 ![]() ![]() ![]() ![]() How will Apple MPP impact email marketing?Īccording to Litmus, Apple Mail accounted for 51.4% of the email market share in November 2021. The IP addresses sent back with these open events are those of Apple cache servers, not the subscriber’s device. Since September of 2021, WhatCounts’ customers have seen increased but inflated open rates on campaigns sent to subscribers who use Apple Mail with MPP enabled. If the user does eventually open the email in client, content is retrieved from cache servers and subsequent open data may not be sent to WhatCounts. Data is still sent back, but instead of WhatCounts receiving user data, the data will reflect the IP Address of an Apple cache server with a generic device type. If a user chooses to opt-in to Apple MPP, their email is essentially opened by Apple MPP cache servers. Data is sent back to WhatCounts via the tracking pixel indicating the date/time the email was opened and includes user data like: IP address, device type, browser, and mail client based on the user-agent string. Typically, the image is downloaded and processed by the user’s email client when the email is opened. Each email sent by WhatCounts includes a 1×1 pixel image known as a tracking pixel. ![]()
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