Traditionally, the open rate was the best indicator of deliverability. However, in recent years, there have been a number of technological advances that have made open rates less accurate and more misleading. Whether you're an email marketer or a small business owner, you need to get on board with the new reality. Here are a few things to consider.
First, let's look at the big picture. It's no secret that global attention spans are decreasing. This is not just due to the sheer amount of data flowing across the Internet, but also because email clients are changing. Email clients are making it more difficult for marketers to track email open rates. As a result, open rate estimates can vary from one day to the next. In fact, this fall half of the email clients on the market will make open tracking a thing of the past.
Second, there are a number of other features that make email open rates harder to measure. Click here and discover more about many corporate email security products block open rate information. In addition, some email clients have implemented world maps. These are unreliable, as the world map is not a perfect replica of the actual world. In some cases, emails are even pulled from cache before being opened. While a world map isn't a perfect replica of the real world, it can help you get an idea of how many people you're reaching.
It's also important to keep in mind that email opens aren't always the same as email reading. For example, if your email links directly to your homepage, your open rate is likely to be less than the open rate of an email that just links to a static page. This means you need to make sure you're optimizing the number of open rate openers for your email updates. You also need to make sure you're not sending emails that are only intended to raise awareness.
The Covid-19 pandemic threw a monkey wrench into the works of email sending wisdom. This is not to say that open rates are bad, just that it's not the best way to measure deliverability. View here and read more about the best way to measure deliverability,and a good way to get a baseline on your email's deliverability.
Finally, it's worth mentioning that a number of marketing automation systems use email open tracking to track email open rates. These systems are designed to send personalized communications to your subscribers. It's possible to track email open rates by placing a tiny pixel in the email. This pixel will report the recipient's rough location and device, as well as when the email was opened. These are useful metrics for marketers.
The best way to track email open rates is by sending emails to individuals instead of bulk emails. For example, you can create static segments based on the month of the last open or by emailing each subscriber individually. This method may also work in light of iOS15's Mail Privacy Protection feature. For better understanding of this topic, please click here: https://en.wikipedia.org/wiki/Email.