With the release of iOS 15, images in emails are prefetched and cached by the Mail app on Apple devices. This functionality is known as Mail Privacy Protection (MPP). This means that these emails are counted as opened in the Attentive platform even when the recipient didn’t actually open the email themselves.
In Attentive, you can use dynamic segments to exclude subscribers who have Apple MPP enabled on their devices, i.e., their devices open their emails for them. This can help you create segments of engaged subscribers, i.e., subscribers who have likely interacted with your emails by excluding those whose devices open their emails for them.
Exclude subscribers who have enabled Apple MPP
By default, when you create a condition to include subscribers who’ve opened an email sent from the Attentive platform, the condition includes subscribers who’ve enabled Apple MPP—i.e., their Apple devices open their emails for them.
To create a dynamic segment that excludes subscribers who have MPP enabled and only includes those who don’t have MPP enabled, follow these steps:
- Go to Segments and create a new dynamic segment.
- Select A subscriber’s activity from the condition dropdown.
- Select Opened an email from the activity dropdown.
- Click Filter and select MPP Filter.
- Select Has not from the dropdown next to Enabled Apple MPP. You can also click the X to remove this part of the condition altogether.
- Update the rest of the condition as needed.
- Click Create.
Include Apple MPP subscribers who have clicked a link
If a dynamic segment includes subscribers who’ve enabled Apple MPP, you can add a condition to the segment to include only subscribers who’ve clicked a link in an email. This way you can create a segment that includes subscribers who’ve enabled Apple MPP but ensures that they’re subscribers who’ve actually engaged with emails from your brand.
Follow these steps to include these subscribers:
- In a dynamic segment that includes a condition where subscribers who opened an email have Apple MPP enabled, click And.
- Select A subscriber’s activity from the condition dropdown.
- Select Clicked an email link from the activity dropdown.
- Update the rest of the condition as needed.
- Click Update.
Example: You create a dynamic segment like the one in the first section above and name it “Engaged non-MPP subscribers.” You also create a segment, called “Engaged MPP subscribers.” This new segment includes subscribers who have MPP enabled and who also clicked a link in an email sent from the Attentive platform at least once in the last 30 days.
Later, while creating an email campaign, you can select both the “Engaged MPP subscribers” and “Engaged non-MPP subscribers” segments to send the campaign to as many engaged subscribers as possible.
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