Apple Mail Privacy Protection (MPP) affecting open rates

Question

Hi there!We’ve been trying out different strategies to improve our click rates (on an average our click rates are at 0.6% for a Home & Gardens e-comm brand). Our open rates have been performing relatively well, on an average of 30%. But recently, we created a segment to exclude Apple Mail Privacy Protection (MPP) opens and added this segment to our campaigns. Since then, our open rates have been declining really badly at 10% but our click rates have improved to an average of 0.8%. We have a sitewide sale coming along and we’re really worried that with this open rate, we’re unable to make the best of our database for the sitewide sale. What’s the best way improve our metrics and reach out to our database in the most effective way?

David To · Accepted Answer

Hello @L_Crystal,Welcome to the Klaviyo Community!In my experience, excludingApple Mail Privacy Protection (MPP) opens wouldn’t actually negative impact your deliverability. Rather, excluding MPP opens will typically show you clearer picture of your overall account performance - since they’re no longer inflated.If you haven’t had a chance to review yet, we actually have a really helpful article on identifying and mitigating decreasing open and click rates:Troubleshooting decreasing KPIs.One of the main reasons you see a dip in open rates is typically due to not targeting the right audience. This is caused by not serving emails that are attractive to your recipients to keep them engaged.I would also suggest taking a look at other resources we offer on deliverability and improving performance such as ourUnderstanding email deliverabilityandGetting started with email deliverability monitoring and performance metricsarticles.There’s also a number of past Community post on this topic such as the ones below:I hope this helps!David

inboxingmaestro · Answer

Great suggestions by @David Tothough. However, I’d like to emphasize on 2things, @L_Crystal:If your open rates are dropping, then look at your targeting & segmentation strategy again and tighten email engagement criteria target your core engaged audience.Look closely at sender reputation and deliverability health of your domain/IP and identify theproblems in your sending practices. Just FYI -@inboxingmaestrocan help you identify those deliverability health problems (if any) and guide you how can you fix your low engagement and grow email performance.Happy to audit your email programs and help you fix the same. Hit me up and we can connect.Regards,Mohsin

Apple Mail Privacy Protection (MPP) affecting open rates

3 replies

Reply

Most helpful members this week

Reply

Most helpful members this week

Sign up

Use your Klaviyo credentials

Log in to the Community

Use your Klaviyo credentials

Scanning file for viruses.

This file cannot be downloaded