Are Email Open Rates a Misleading Metric?

[Dominique]

Many marketers track open rates to measure email success, but with Apple’s Mail Privacy Protection and Gmail’s auto-loading images, are open rates even accurate anymore?

Do you still focus on open rates, or have you shifted to other engagement metrics?

 

[Nomad]

I don't think so. If someone opens an email, it is very likely that he opened because he trusted the sender and was interested on the email subject. However, the receiver will engage with email content or not depends on whether the sender had curated tailored content or not.

 

[koyala]

Email open rates can be misleading because they don’t account for factors like email clients blocking images or users reading emails without opening them. Additionally, open rates don’t measure engagement or conversions. To get a clearer picture of email performance, consider metrics like click-through rates, conversions, and overall ROI.

 

[samsun56]

Many marketers track open rates to measure email success, but with Apple’s Mail Privacy Protection and Gmail’s auto-loading images, are open rates even accurate anymore?

Do you still focus on open rates, or have you shifted to other engagement metrics?

I don't think you can be fooled by metrics; generally, people either open the email or they don't, so it's technically impossible for the metrics to be wrong.

 

[Dominique]

Email open rates can be misleading because they don’t account for factors like email clients blocking images or users reading emails without opening them. Additionally, open rates don’t measure engagement or conversions. To get a clearer picture of email performance, consider metrics like click-through rates, conversions, and overall ROI.

You're absolutely right! Open rates can be misleading, as they don't account for factors like image blocking or email previews. For a more accurate assessment of email performance, focusing on click-through rates, conversions, and ROI gives a better understanding of engagement and success.

 

[samsun56]

You're absolutely right! Open rates can be misleading, as they don't account for factors like image blocking or email previews. For a more accurate assessment of email performance, focusing on click-through rates, conversions, and ROI gives a better understanding of engagement and success.

This is true, I hadn't thought about the fact that they might not take into account image locks and previews, but I also think that almost no one has an unread email, it's like they either read it or they don't, so it's hard for me to believe that the statistics are lying to you because I think they are based only on whether the email was read or not.