How opens are counted
Email tools place a tiny invisible image in each email. When it loads, the tool records an open. If images are blocked, a real open may not be counted.
Why it is less reliable now
Apple's Mail Privacy Protection, introduced in 2021, loads email images automatically for many Apple Mail users. That can record opens that never happened, so open rates often look higher than reality.
What to track alongside it
Use open rate to compare subject lines and spot sudden drops that may signal deliverability problems. For real results, track clicks, replies, conversions and revenue per email.
Why Email Open Rate matters
Open rate is still a useful early signal for subject lines and inbox placement, but judging email success by opens alone can lead to the wrong decisions.
When opens looked fine but sales didn't
A boutique's newsletter showed steady open rates, but email sales were falling. Looking at clicks revealed most readers ignored the main offer. Changing the layout to lead with one clear product brought clicks and sales back up.
Common mistakes
Treating opens as proof of reading
Automatic opens and quick glances count too. Look at clicks and conversions for real engagement.
Clickbait subject lines
Misleading subjects raise opens once, then hurt trust and unsubscribes. Promise what the email delivers.
Ignoring sudden drops
A sharp fall in opens can mean emails are landing in spam. Check deliverability when it happens.
Where we work on this