Apple's Mail Privacy Protection pre-loads tracking pixels for every email, making it look like messages were opened when they weren't. Between 40% and 70% of email users have Apple Mail, so a reported 35% open rate might actually be just 15% to 20% real opens. Marketers can't trust these numbers anymore.
people say like open rates are inflated by Apple, right? That undersells actually like what happens. You know, when Apple released their MPP in 2021, what they did was every email that was sent to an Apple Mail user gets the tracking pixel pre-fired by Apple servers. So essentially it looks like an open rate to the sender, even though the user likely never opened it. Some obviously did actually open, but it's going to give you a misleading amount of info, right? Depending on the brand, anywhere from 40 to 70% of your subscribers are actually using Apple Mail. So if your reported open rate, let's say is 35%, the actual human open rate might only be 15%, 20%. You really don't know.
