Engagement-based sending in a post-MPP world

Engagement-based email strategies in a post-Mail Privacy Protection (MPP) world focus on targeting highly engaged recipients while avoiding sending emails to unengaged users to improve deliverability and reputation. Apple's MPP, introduced in 2021, complicates this by inflating open rates due to automated pixel triggering, making traditional open metrics unreliable for gauging engagement. Instead, marketers are encouraged to rely on click data and other multichannel interactions such as website visits, app engagement, and in-store activities to assess engagement more accurately. Reengagement campaigns can also help identify truly interested recipients, with a focus on respecting user privacy and preferences. The challenges posed by MPP are seen as a positive push for marketers to deepen their understanding of recipient data and leverage first-party data for meaningful subscriber interactions, ultimately fostering a healthier email ecosystem.