Email senders have come to rely on the value of rich tracking available when communicating via email, especially recipient open tracking. Senders then use open data to optimize their customer experiences. For example, personalizing with branching automations, changing sending patterns with thoughtful sunset policies, and measuring the engagement and ultimately the success of campaigns and notifications.

Now, however, the reliability of open tracking is at risk. The launch of Apple’s Mail Privacy Protection (MPP) and increased adoption over the last 3 weeks has caused the email industry as a whole to experience inflation in anonymous open activity.

MPP prompts Apple Mail application users on the newest operating system to enhance their security by anonymizing their open engagement activity.

As a result, senders, regardless of their email service provider, are seeing an increase in random open events triggered by Apple machines …