B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
50%
50% -- share of email opens affected by mpp for Apple Mail Privacy Protection (MPP) (2023)
Apple Mail Privacy Protection (MPP) affected nearly 50% of all email opens.
- Figure is reported as nearly 50%
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
50%
Unit
Percentage
Data Vintage
2023
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Litmus
Primary
Tier C
https://noirdove.com/the-death-of-open-rates-how-to-measure-email-success-in-2025/ ↗
Source Article
The Death of Open Rates: New Metrics for Email Success in 2025
For years, open rates have been the go-to metric for email marketers. A high open rate was like a badge of honor. It meant that your subject line worked, your timing was on point, and your audience engaged with your emails. But in 2025, relying on open rates is like measuring the success of a movie …
Original Research
Litmus
· Original study ↗
Methodology
Cited 2023 Litmus study on Apple MPP image preloading inflating open rates; figure reported as 'nearly 50%' of all email opens
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Apple Mail Privacy Protection (MPP): 50% share of email opens affected by mpp. Source: Litmus (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/mpp-email-opens-impact-2023
HTML Embed
<blockquote cite="https://lighthousedata.io/data/mpp-email-opens-impact-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50%</strong> -- share of email opens affected by mpp for Apple Mail Privacy Protection (MPP)<br><small>Source: Litmus (2023) · <a href="https://lighthousedata.io/data/mpp-email-opens-impact-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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