Eight Alternatives to Open-Triggered Email Sequences in the Age of Mail Privacy Protection

As Apple Mail users have enabled Mail Privacy Protection (MPP), opens have become an unreliable signal of engagement with marketing emails. Email marketers need to redefine how they select active audiences, determine inactivity and design journeys, particularly for B2B brands. B2B brands are likely to be less affected overall by MPP, but still need to make changes.

Brands have several alternatives to consider, such as sending the full journey sequence with a prominent opt-out, using clicks or real opens to accelerate a full journey progression, breaking journeys into multiple legs, or incentivizing clicks via a loyalty program. Cross-channel activity can also be used to trigger journey progressions.

Marketers have many choices for reimagining their open-triggered journeys, each with their own pros and cons. None of them can replicate the experiences that subscribers had prior to MPP, but they still need to choose the best path for each of their journeys.