Version February 10, 2026

Projected Open Rate (Apple MPP) - Coming soon

Background:

We’ve added a new metric to help support your reporting and benchmarking needs.

Based on your feedback, we’ve introduced Projected Open Rate (Apple MPP) — a temporary metric designed to help you compare current performance with historical benchmarks as you adjust to recent updates.

Why this change matters

On July 1, 2025, we updated Projected Open Rate to exclude bot-driven opens not only from Apple Mail Privacy Protection (MPP), but also from Gmail and other known bot sources. This change improves accuracy by better reflecting human engagement with your emails.

We recognize that this update caused noticeable shifts in reported open rates and made historical comparisons more difficult.

What's new

• Projected Open Rate (Apple MPP) reflects the previous calculation method that excluded only Apple MPP bot opens.
• This metric is available only in Email Summary.
• It’s intended to support:
  • Short-term benchmarking
  • Reporting continuity
  • A smoother transition to the updated Projected Open Rate

What to expect going forward

The updated Projected Open Rate (which excludes all known bot opens) remains our recommended metric and the long-term standard for measuring engagement. The Apple MPP version is a temporary solution, added to help you adapt your reporting and workflows.

We appreciate the feedback you shared with us — it directly informed this update. As always, our goal is to provide metrics that are both actionable and accurate, while supporting the realities of modern email privacy changes.

If you have questions about how to use these metrics together, our team is here to help.

The status page provides you with regular updates regarding the status of the Sailthru platform in the event of a major system incident in your region. In this article we’ll explain the information you will see and how to subscribe to the Sailthru notification system to receive regular updates on the platform status, which we highly recommend to all users.

Click here for the Platform Status page.

For more information on the Platform Status page, including signing up for notifications, see the Platform Status documentation.