Apple Mail Privacy Protection has completely reshaped how marketers measure email performance, and not always in a good way. If you’re relying on open rates to power your Klaviyo flows or guide segmentation, you may be operating with skewed data.
Let’s unpack what Apple Mail Privacy Protection (MPP) actually is, how it distorts your attribution, and what you can do about it—especially with Klaviyo now giving you the option to exclude MPP opens from reporting.
What Is Apple Mail Privacy Protection (MPP) and Why It Matters
Apple launched Mail Privacy Protection with iOS 15, iPadOS 15, and macOS Monterey. The feature automatically preloads email content—including tracking pixels—on Apple’s servers, regardless of whether the user actually opens the email.
This means “opens” are triggered even if the recipient never interacts with the message.
The Impact of Apple Mail Privacy Protection on Your Metrics
The distortion created by MPP affects multiple areas of your email strategy:
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Inflated open rates lead to false performance assumptions
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Engagement-based flows are triggered inaccurately
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Segments such as “Engaged in last 30/60/90 days” may include cold leads
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A/B tests based on open rates deliver unreliable outcomes
Exclude Apple Mail Privacy Protection Opens in Klaviyo for Cleaner Data
Thankfully, Klaviyo now offers a solution. You can exclude Apple Mail Privacy Protection opens from attribution data, allowing for a clearer picture of how subscribers are truly engaging.
Benefits of Excluding Apple Mail Privacy Protection Opens
By enabling this setting, you unlock several advantages:
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Accurate attribution: Base success on genuine opens and clicks
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More reliable automations: Trigger flows using real user behaviour
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Improved segmentation: Build lists from meaningful actions, not inflated opens
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Better A/B testing: Make creative decisions with confidence
How to Exclude Apple Mail Privacy Protection Opens in Klaviyo
To activate this feature:
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Open your Klaviyo account.
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Go to Settings → Email.
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Find Attribution Settings.
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Toggle the setting to exclude Apple MPP opens.
It’s a simple switch with significant strategic impact.
Track Apple Mail Privacy Protection Opens with Custom Reports
Want visibility into just how much MPP is affecting your data? You can create custom reports in Klaviyo to track and visualise MPP open activity.
This helps you:
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Understand what proportion of opens are impacted by Apple’s privacy features
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Monitor engagement trends over time
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Make smarter decisions about email content and segmentation
👉 How to configure custom reports to track Apple Mail Privacy Protection (MPP) opens.
Evolving Your Email Strategy Around Apple Mail Privacy Protection
Rather than fearing this change, use it as an opportunity to fine-tune your strategy. Here’s how:
1. Track Clicks, Not Just Opens
Opens are now unreliable. Clicks offer stronger intent signals:
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Trigger flows like abandoned cart or post-purchase journeys
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Analyse interest in specific products or categories
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Power engagement-based segmentation
2. Lean on Multi-Channel Engagement
Supplement email with SMS and push notifications to:
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Reach customers beyond the inbox
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Trigger real-time, trackable actions
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Improve campaign ROI with layered messaging
3. Rebuild Your Segmentation Strategy
Ditch the “opened recently” model. Try:
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“Clicked in the last 60 days”
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Website activity tracked via Klaviyo web events
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Purchase history and browsing behaviour
4. List Hygiene Is More Important Than Ever
Stop relying on opens to determine activity. Instead:
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Remove profiles with no clicks, purchases, or visits in 90–120 days
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Regularly prune cold segments for deliverability wins
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Build re-engagement campaigns using other data points
5. Make Smarter Use of Personalisation
Even with privacy barriers, dynamic content still works wonders:
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Product recommendations based on purchase history
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Loyalty point updates
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Personalised discounts based on shopping behaviour
Conclusion: Apple Mail Privacy Protection Is a Challenge You Can Handle
Apple Mail Privacy Protection isn’t the death of email marketing—it’s a new era of smarter strategy. By excluding MPP opens in Klaviyo and shifting your focus toward clicks, purchases, and behaviour-based signals, you can future-proof your email efforts.
