9
Just found out my email open rates were lying to me for 6 months
I always thought my open rates around 25% were solid. Then I read a Litmus report that said Apple Mail Privacy Protection was marking messages as opened without anyone actually reading them. Turns out almost 40% of those opens were fake. I checked my own Apple Mail users and sure enough, they made up a huge chunk of my opens. Have you guys adjusted how you measure email performance since Apple rolled that change out?
3 comments
Log in to join the discussion
Log In3 Comments
rubysingh19d ago
Used to think 25% was the gold standard for emails, but this whole Apple thing really opened my eyes. After reading a similar report, I checked my own numbers and saw that almost half my opens were coming from Apple Mail users. Now I focus way more on click through rates and actual conversions instead of just opens. It's a bummer because I used to brag about those open rates, but the data is pretty clear.
3
jennifer_jenkins19d ago
Take it from someone who spent way too long obsessing over open rates - @rubysingh you're on the right track. I switched to tracking click through rates about a year ago when I noticed Apple was messing with my numbers too. Now I look at things like how long someone spends on my site after clicking and what they actually buy. It's a completely different way of looking at email performance, but honestly it's way more useful than those vanity metrics. Your mileage may vary of course, but I've found that focusing on actual engagement has helped me write better emails that people want to act on rather than just open.
5
bettyroberts19d ago
Solidarity from a fellow metrics heartbreaker. Been there.
-1