Apple’s recent iOS 15 update included the addition of MPP, which hides recipients’ IP addresses and prevents the sender from learning if the message was opened. Due to the large number of users opting-in and MPP syncing across all linked Apple devices, open rate is no longer a reliable measure for email performance or engagement.

35-51%

Percentage of Avalon clients’ subscribers who opened emails using the iOS mail app in Fall 2021. With more subscribers reading their emails on Mac computers, the number of recipients who don’t share their contact information is likely higher.

49.8%

Percentage of combined email opens by subscribers using Apple mail applications.
Source: 2021 Litmus study

88.7%

Ratio of Apple users who have adopted iOS 15 as of June 2022.
Source: Mixpanel Trends

Remember…

Response rates and conversion rates ultimately remain the greatest indicators in determining the efficacy of a fundraising email’s content.