Many Shopify retailers in the hobby sector (Warhammer, Pokémon, etc.) rely on open rates to measure the success of their email campaigns. However, due to Apple Mail Privacy Protection (MPP), these numbers are increasingly distorted. Apple blocks tracking pixels and automatically loads emails in the background, resulting in artificially high open rates. The problem: This data is no longer meaningful and can lead to inaccurate marketing decisions.

Why Apple MPP Open Rates Are Unreliable

Open rates have long been one of the key metrics in email marketing. But Apple MPP renders this metric useless because:

• Tracking pixels are loaded automatically – even if the user has not opened the email.

• Artificially increased open rates give a false impression of recipient activation.

• Segmentation based on open rates (e.g. re-engagement campaigns) loses its meaningfulness.

Which metrics shops should really analyze

Since open rates are no longer a reliable metric, Shopify merchants should focus on these important KPIs:

🔹 Click-through rate (CTR) – How many recipients actually clicked on links in the email? A high CTR shows that your content is relevant.
🔹 Conversion Rate – Which recipients completed a purchase after clicking? This KPI measures the direct impact of your email on sales.
🔹 Revenue per Email (RPE) – How much revenue does a single email generate? This metric helps optimize the profitability of your campaigns.
🔹 Bounce Rate – How many emails were not delivered? A high bounce rate indicates a problem with list quality.
🔹 Unsubscribe rate & spam complaints – Shows whether content and sending frequency are too aggressive or do not match the target audience.

How brands can adapt their reporting strategies

To ensure your email marketing strategy remains effective, you should make the following adjustments:

✅ Focus on engagement metrics – Set clicks and conversions as new success metrics.
✅ Segmentation by behavioral data – Based on purchase history, click behavior and real interactions.
✅ A/B testing for better CTAs & content – Optimize subject lines, designs and calls to action to increase CTR.
✅ Send frequency optimization – Find the ideal interval to maximize engagement and minimize unsubscribes.

Conclusion: Data-based email marketing instead of outdated KPIs

The days when open rates were the most important email marketing metric are over. Shopify stores—especially in specialized niches like Warhammer and Pokémon—should focus on meaningful metrics that drive real revenue.

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