What To Do About Mail Privacy Protection

  • February 24, 2022

By Alicia Miller

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Here’s what it means for you and your metrics …

Apple’s Mail Privacy Protection (MPP) has greeted email marketers with a whole load of new statistical noise since it was enrolled last year.

The sky hasn’t fallen in for email – but marketers do need to be smart and adapt their approach to selecting metrics.

Phrasee’s Chief Data Scientist and co-founder Dr Neil Yager is here to guide you. Here he explains:

  • What MPP really means for open rates.
  • Why best practise might mean shifting focus to clicks and conversions.
  • How to combat noise with the ultimate combined metric: the Phrasee Score.


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