Today Validity, the leading provider of data quality and email  marketing success solutions, announced it will expand engagement analytics within its Everest platform to enable users to proactively address the latest Mail Privacy Protection (MPP) updates  from Apple’s new iOS 15 system. 

MPP prevents senders from using invisible pixels to collect information about their recipients. Any  subscriber that uses an Apple mail client with MPP will have their email images prefetched and  cached, causing those emails to register as ‘opened,’ even if the recipient did not physically open  the email. This will have a significant, sweeping impact on the industry, as Validity data shows that  Apple dominates email client usage at about 40%. In addition, marketers will lose the ability to track  device and location data from these pixels as well. 

This will have lasting consequences for marketers who rely on open rates to determine the success  of their email campaigns, as those marketers must now utilize metrics outside of open rates to  measure meaningful engagement. Updates to the hallmark Everest platform directly address this  need by allowing users to better understand and expand their data insights. Specifically, marketers  can use Everest to get a more complete view of campaign performance, including metrics such as  inbox placement rates and sender reputation signals. This data, combined with metrics deeper in  the conversion funnel such as click-through rates and conversion rates, allow marketers to  effectively measure performance beyond opens. 

“With our latest update to Everest, users’ existing data will be reorganized for more efficient and  actionable insights to ultimately help marketers understand the accuracy and takeaways from the  data that’s available,” said Greg Kimball, SVP, Global Head of Email Solutions at Validity. “We are  strong advocates for ethical marketing and support initiatives that promote and protect consumer  privacy. While this update introduces a shift for marketers, we are committed to ensuring they have  the most up-to-date information and expert guidance to confidently make decisions about their  email programs.” 

In order to aid marketers in this effort to pull from the most valuable and accurate data, Everest  engagement analytics will segment inflated open rate data stemming from Apple Mail and other  proxy services from more accurate open rate data originating from other mail client and mailbox  providers. The segments will include Apple Privacy Proxy, Google Proxy, Yahoo Proxy, Desktop,  Mobile/Tablet, and others. An updated user interface within Everest will make this data easily  accessible and actionable so marketers can still evaluate the success of their email campaigns. Of  note, Everest will also allow users to glean value from the Apple Mail data, as it still provides value  for recipient email address validation and inbox placement confirmation. 

“I’m very pleased with what Validity has shown us,” said customer Fons de Waard, Head of Data &  Platforms at Samsung UK. “This works similar to how we measure our web visitors. I think this is a  perfect implementation and solution in terms of meeting sender’s needs against what Apple is  trying to provide.”  

ABOUT VALIDITY 

For over 20 years, tens of thousands of organizations throughout the world have relied on Validity  solutions to target, contact, engage, and keep customers – using trustworthy data as a key  advantage. Validity’s flagship products – DemandTools, BriteVerify, Everest, and GridBuddy – are all  highly rated solutions for CRM data management, email address verification, inbox deliverability and  avoiding the spam folder, and grid CRM applications. These solutions deliver smarter campaigns, 

more qualified leads, more productive sales, and ultimately faster growth. For more information,  visit Validity.com and connect with us on LinkedIn, Instagram, and Twitter.