---
title: "Why do we see a sudden increase in our email opens?"
slug: "why-do-we-see-a-sudden-increase-in-our-email-opens"
description: "This page explains why you might see a sudden increase in email opens."
tags: ["email opens", "mpp"]
updated: 2026-01-07T21:01:37Z
published: 2026-01-07T21:01:37Z
canonical: "academy.insiderone.com/why-do-we-see-a-sudden-increase-in-our-email-opens"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://academy.insiderone.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Why do we see a sudden increase in our email opens?

Apple's Mail Privacy Protection (MPP) has changed how Insider One receives opens and open rate data for emails, as MPP pre-fetches and caches messages, including images, regardless of whether the intended recipient has opened the email.

That's why you might see total opens and open rates for your email campaigns increase by 2-3 times after Apple introduces MPP.

## Related

- [Email Metrics](/email-metrics.md)
- [Email Analytics Page](/email-analytics.md)