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.