Discover in this presentation, everything you need to know about MPP, how it impacts your email marketing and how you can leverage this update to improve your email marketing strategy.

1. Apple's Mail Privacy Protection
How it impacts your email marketing

2. 20K members
7 years
The VBOUT
Community

3. • 5.00 - 5.15: General intro
Agenda
• 5.15 - 5.45: Apple's Mail Privacy Protection - How it impacts your
email marketing
• 5.45 - 5.50: How to measure your email marketing with VBOUT
• 5.50 - 6.00: Q&A

4. The VBOUT stack
10+ core tools working together
01. Landing pages
02. Forms
03. Popups and site messages
04. Lead tracking
05. Automation sequences
06. Email campaigns
07. Social media listening
08. Social publishing
09. Retargeting
10. Analytics
11. Pipeline management
12. Calendar booking
Integrates well

5. The VBOUT stack
 Marketing automation stack
 Simple interface
 Great price
 Premium support

6. Full Product Video Tour
Visual automation builder

7. Full Product Video Tour
Lead data platform
Owning First
Party Cookie

8. Underkills Overkills
Price
Current landscape

9. Apple's Mail
Privacy
Protection
September Meetup
How it impacts your email
marketing

10. What’s Mail Privacy Protection “MPP”?
• A policy that stops email senders from gathering
critical information about their recipients.
• The data that will be blocked is the open rate.
• This update will affect all subscribers using the
Apple’s Mail App.

11. Open rate
Is the open
rate dead?
Source: Litmus

12. When is MPP expected to be launched?
Between
September and
November 2021

13. How it works
When a user opens the Apple’s Mail app, they will receive a
message asking them to either “Protect Mail Activity” or
“Don’t protect Mail activity.”
Source: Ryan Jones

14. How it works
• Apple will be nulling the invisible pixels used to gather open
rates, read timers and forward data from recipients and masking
the inbox IP addresses.
• Open rates data will no longer be tied to their online activity
and email senders won’t be able to use it to determine their
recipients’ location.

15. Why email senders use open rate
• To find out if their emails are getting delivered to their recipient’s
inbox or spam folder.
• To segment contacts.
• To determine the most efficient days and times for sending emails.
• To build automations and nurture their subscribers.

16. Why is Apple going to
apply the Mail
Privacy Protection

17. Why
• Recipients will have more control over what data
marketers collect about them.
• Part of Apple to focus on user privacy across all their
apps.
• They expressed that email tracking pixel can be
invasive to user privacy.

18. What is the wake up call to email marketers
• The ability to focus on more realistic metrics such as click-through rates, conversions, unsubscribes,
spam reports, revenue and list growth.
• Aside from email, email marketers should rely on other types of communication like SMS, browser
push notifications and popups.
• Email marketers use these metrics to segment, optimize and build automated funnels.

19. How will MPP impact
your email marketing

20. How will MPP impact your email marketing
MPP may have an impact over several elements used in your email marketing strategy:
• Performance metrics
• List segmentation and list hygiene strategies
• Send time optimization
• Live content in email

21. 1. Performance metrics
• Marketers won’t be able to distinguish real opens from false
opens because of the open caching used by the iOS mail app.
• Apple stated that the Mail Privacy Protection automatically
preloads all images without the user viewing the email, which
would show the open rates to be closer to 100%.

22. 2. List segmentation and list hygiene
strategies
• Open rates have been an essential metric used for list
segmentation and list hygiene. Once this feature is blocked
by Apple, email marketers need to work harder to avoid
using illegal sending practices.
• Segmenting lists and maintaining proper list hygiene will
still be required to confirm deliverability.

23. 2. Now, what to do to maintain a proper list
hygiene?
A good school of thought would be to measure all open
rate data using other metrics for back testing and
building new segments once the mail privacy policy
update is in place.

24. 3. Send time optimization
• Since send time optimization relies heavily on open rates to detect the appropriate
time for sending an email, it will become unfruitful when it is blocked by iOS.
• A simple alternative would be to rely on other metrics like clicks or conversions to
gather any historical data for back testing new models.

25. 4. Live content in email
• Live or real-time content is classified as “dynamic,”
which opens and changes based on where the
message is opened.
• Since Apple primarily caches the images, any live
content would be broken from this update.
• Subscribers using the iOS Mail App will no longer
be able to tap into live content, leaving marketers
to rely on the customer data they have at the
specified send time to personalize their images.

26. What should marketers
do to cope with MPP?

27. 1. Determine the percentage of subscribers
using the Apple’s email client
• Since the new policy affects subscribers via Apple’s Mail Client, focusing on this
segmented audience to engage with your emails allows you to determine the
outcome of MPP on your email marketing strategy.
• The greater the portion of this segment, the higher the impact.

28. 2. Find out how dependent your email program
is with real-time content
Dynamic blocks like countdowns in emails, which are
used to induce urgency for contacts to take action for
webinar registrations, eCommerce purchases and
eBook downloads, require marketers to think of an
alternative.

29. 2. Find out how dependent your email program
is with real-time content
• Before MPP takes place, a good strategy is to A/B
test two variants of an email, one with a
countdown and another without, observe the
impact when changing that element and look for
something else that would best replace it.
• Although MPP won’t impact clients having iPhones
and using other email clients like Gmail or Outlook,
a significant part of them are likely using the native
iOS Mail App.

30. 3. Reconsider your KPIs
• Since open rates are a vanity metric that marketers cannot possibly rely on solely to
measure their email marketing success, it shouldn’t be a surprise when MPP takes
place.
• Other KPIs are more critical such as (CTR) click-through rate.

31. 3. Reconsider your KPIs
• (CTOR) click-to-open rate is a metric that has risen in
importance in recent years and is calculated by dividing the
total unique clicks by the unique opens.
• Although senders generally prefer to use CTOR metric more
than CTR (Unique click rates/ Non-bounces send quantity), the
MPP will also make CTOR less or even entirely useless.
• The result? Marketers need to move back to the CTR metric.

32. Do you still have to
worry about open
rate?

33. Do you still have to worry about open rate?
As long as you always bring value, open rate should not be a
concern.
You can bring value by:
• Always personalizing your emails.
• Ask your contacts about their experience via polls and
surveys.
• Redirect your contacts to a landing page where you can
measure stats more efficiently.

34. The outcome
Once you have established trust with your audience based on the forms or questions they
have submitted, you have the legal right to respond with how your offering can help
rescue them from the current state they are in and give them peace of mind knowing
they are in good hands with your business.

35. How to measure your
email marketing and
other types of
communication using
VBOUT

36. Email marketing metrics
• Measure your email marketing metrics (CTR, bounces, unsubscribes, conversions,
etc…)
• Use different types of automated messages like emails, SMS and browser push
notifications.
• Use popups and measure engagement and conversions.

37. Email marketing and automation analytics

38. Email marketing and automation analytics

39. Browser push analytics

40. Popup analytics

41. Attendees Intros
September Meetup

42. Thank you!