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Klaviyo glossary

Apple MPP open

Definition

An Apple MPP open is an open recorded because Apple's Mail Privacy Protection preloaded the message's images, tracking pixel included, whether or not the recipient read it. It inflates the open rate without saying anything about real interest.

How it is computed, where to read it

Apple launched Mail Privacy Protection in September 2021, with iOS 15 and macOS Monterey. When it is on, every email delivered to the device comes back as opened, read or not.

Klaviyo tags every open with an Apple Privacy Open property, set to True or False. A custom report filtered on False isolates human opens.

KlaviBoard shows the Apple Mail share of received emails in the Deliverability tab, and measures audience engagement health by clicks rather than opens, so these machine opens do not skew it.

Definition checked on September 15, 2026 in Klaviyo, How to identify iOS15 Mail Privacy Protection opens.

Go further

See also

Bot click

A bot click is an automated click on an email or SMS link, performed by a security system checking the link, not by the recipient. Klaviyo flags it with the Bot Click property on the click event.

Reach rate by inbox provider

Reach rate is the share of an inbox provider's unique recipients (Gmail, Outlook, Yahoo…) who opened at least one message: unique opens divided by unique recipients, for that provider. It is used to spot a deliverability drop at a single provider.

These metrics, read continuously across all your accounts

KlaviBoard brings 3 to 20 Klaviyo accounts into one dashboard, compares every figure with the previous period and warns you when a threshold is crossed. The Free plan connects 3 accounts, no credit card.

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