When I started learning email marketing there were two key metrics to track: Open rates and click-through rates.
Yeah, there are others, like conversion rate. But they’re dependent on the first two.
Metrics like unsubscribes and spam rates play more of a back-seat role.
But things have changed.
Open rates no longer tell you what they once did
You’d be forgiven if you’re not aware of this.
Because email software companies, marketing gurus, email copywriters… those who should all know better…
Tout open rates, like it’s the biggest thing to be gunning for.
It kinda makes sense, if you’re simply connecting dots between having “open worthy” subject lines… and people ravenously reading your emails.
There was a time when a much more direct link like that existed.
This all changed on September 20, 2021… when Apple launched their “privacy open” feature for iOS.
It means Apple “peeks” into your emails. Making them look like they’ve been opened. But with no human reader in sight.
For me, 20% or more of the emails I send are opened within a few minutes. All because of Apple privacy opens.
I know it’s not people salivating at the end of their phones for my next email. Especially when it’s 5:30 in the morning, or earlier in some time zones, when my email goes out.
So open rates can be inflated because of Apple privacy opens.
And there’s a SECOND BIG PROBLEM with open rates…
They depend on images in the emails.
When the image loads, it “phones home” that the email has been opened.
All it takes is people turning off images… or blocking them for privacy reasons (increasingly common)… that screws up the tracking even more.
So…
Open numbers are inflated because of Apple privacy opens.
Open numbers are reduced because of privacy measures.
This simply means…
Open rates are INCREDIBLY unreliable
Plus, they can be heavily influenced by the audience you email.
Perhaps your list is full of Apple-haters. Or your audience is super privacy-conscious.
End result?… you can’t trust the numbers.
Especially not for making critical business decisions.
So, are open rates actually good for anything?
The open rate still has at least one important use.
And that’s as…
A health-indicator of email deliverability over time
It’s like this…
One email can’t tell you the story. But over a number of days you can see you’re within a certain range of email opens. Let’s say it’s 35-45%.
But one day, when you look at the open stats, they’ve plummeted to 4%.
OK… interesting.
But the next day it’s still low, at 6%.
Right… something’s up!
It’s time to talk to your email service provider. Or do your own investigations.
It could indicate some glitch at their end. Maybe with how the data is being collected. Or reported.
Or it could be that your emails are now being dumped into people’s spam folders.
Either way, it’s helped show you a possible problem that needs attention.
Email open rate is an indicator of email inbox delivery
And keeping an eye on it can help you take appropriate action…
Before you hit the next problem… of sales drying up.
So if you hear someone touting their “high open rates”…
Proceed with caution.
They may have a bunch of Apple devotees on their list…
All with their iPhones “helpfully” opening the emails for them!
Ready to build your own email list? Go here…
EmailForTheWin.com
Chris Milham