Protection and the end of third-party cookies. Third-party (3p) cookies are text files that store data about web experiences on different websites and help inform companies about who visits their own websites. While this will impact demand generation teams more, the end of 3p cookies is going to mean a focus on first-party data, and email is a key driver of that. Mail privacy protection (mpp) prevents senders from collecting certain email data about apple mail users. This prevents senders from knowing if and when they open an email. And it hides their ip address so it can't be linked to other online activity or used to determine their location. It also hides their device information so you can't tell if the subscriber is using an iphone or a mac. This is important because you won't be able to track who opened your emails and when through apple mail. And because apple's caching servers will inflate the total company mailing list number of opens and make it very difficult to get an accurate open rate. We asked you all what you think had a bigger impact, and the answer was clear: protecting email privacy all the way. Linkedin poll: what do you think will affect your messaging program the most? 37% said loss of third-party cookies and 63% said apple's email privacy protectionsee the survey on linkedin despite the impending changes to email, we don't believe email is dead. We've gone through changes before (looking at you, gdpr, casl, and ccpa), and we'll do it again. With that in mind, We've talked about the impact of mpp on email marketers and some practical steps to prepare for in the months ahead. Share them with you here now. 6 tips to prepare for mail privacy while there are still many unknowns, there are ways to start taking action based on what we know. 1. Update re-engagement campaigns to get started, look at what triggers these campaigns. Often, re-engagement campaigns rely heavily on open rate data. At litmus, we're redefining re-engagement for our own lists using opens and clicks. Why keep openings in there? Because not all emails have a call to action that requires a click.