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Email marketers can't trust open rates inflated by Apple MPP and security scanners
The pain
We can't rely on open rates anymore because Apple Mail Privacy Protection pre-fetches tracking pixels for 30-50% of our lists, and corporate security filters do the same for clicks. This inflates our metrics with machine activity, making it impossible to tell real engagement from automated pre-fetches. We've had to shift to click rates, reply rates, and conversions as more honest signals, but even clicks aren't fully clean.
What people said · 17 complaints, 14 people
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