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In March, just over half of email opens worldwide came from Apple devices using Mail Privacy Protection (MPP), a feature released in September 2021 that prevents email senders from receiving data on Mail app users’ devices, among other information. About one-third of opens came from webmail, while the remaining slice was split fairly evenly between desktop and mobile.
Beyond the chart: MPP first overtook webmail in email opens during December 2021, when MPP accounted for a 40.6% share, up significantly from 14.2% in October 2021 as more Apple users adopted the feature. That said, these figures could be inflated given that MPP reports email downloads as opens. As subscriber data and accurate open rates become more elusive, marketers worldwide need to find new metrics for email marketing analysis.
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