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.