Apple MPP Adoption Is Almost At The Saturation Point

Apple Mail Privacy Protection (MPP) adoption by consumers has nearly reached the maximum, according to a tweet posted last week by email deliverability and optimization firm SparkPost. 

“Apple MPP update: Only about 10% of opens remain until we get to the saturation point of iOS15,” the tweet states. “We thought this might take longer than just a few months, but adoption has been fast on this latest operating system update.” 

To clarify, this means around 40% of all email opens are now flowing through iOS 15, says April Mullen, SparkPost’s director of brand and content. “Of those on iOS 15, we are seeing around 97% of them opting in to MPP. This adoption happened much faster than expected. We think this is due to Apple automatically pushing the update to many of its users.” 

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This rapid increase has occurred since last September, when MPP was first implemented. Typically, it takes six to eight months to achieve 80% user adoption, some sources say.  

The SparkPost report is largely in agreement with one issued by Litmus last Friday, showing that MPP now accounts 40.6% of all email opens.

SparkPost is offering customers the ability to parse out pre-fetched opens that occur with MPP from non-pre-fetched opens. This will help those firms trace the source of changes to their opens, Mullen says. 

 

 

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