Late last month Apple released a new feature called Mail Privacy Protection (MPP) which anonymizes open tracking and prevents email marketers from viewing certain data that tells them how MPP-enabled recipients engage with their emails. This update affects any email opened from the Apple Mail app on any device—no matter which email service is used such as Gmail or a work account. Email marketers must now pivot to accommodate the new changes by finding alternative ways to collect valuable data that help create successful campaigns.  This change brings certain challenges for email marketers who depend on open rates to optimize campaigns and segment lead lists.