Are your metrics looking different lately? If you have seen a sudden increase in open rates and a decrease in click-through rates, you're not alone. Recently, Apple implemented Apple Mail Privacy Protection (MPP). This privacy update now means that all emails sent to Apple Mail accounts are registered as opened, even if they are not.
Consequently, the open rate is no longer a reliable data point for measuring the success of an email campaign. It also means that if you are A/B testing subject lines, resending emails to non-openers, or creating automated campaigns triggered by opening an email, these practices are no longer as effective.
However, you can track other data points reliably to create successful emails, which is still a powerful marketing tool. Successful email marketing includes segmentation based on user interests and tracking clicks in your emails. You can also look at conversions to determine an email's success.
For more information, read Constant Contact's article, How Apple's Mail Privacy Protection Impacts Email Marketing.