The Unreliably of Email Open Rates.
In simpler times, the success of an email campaign was measured by the open rates of the mailing. These metrics seemed reliable enough. However, changes in consumer behavior, and of course technology, have shown open rates are not an accurate gauge for email engagement. Newer technology includes Apple Mail Privacy Protection (MPP) launched in 2021. MPP can interfere with email marketing open metrics. Basically, it gives the user an option to hide information about when and where they open an email. By doing so a marketer cannot ‘see’ if their email was actually opened because the emails are marked as being read, regardless of the real status. And that makes those unique clicks, known as CTOR (Click-to-open rates) unreliable as well. However, email opens have never been a highly accurate metric because of issues like image caching, blocking, and clients not rendering images. When dealing with metrics, CTOR measures unique clicks that an email gets, divided by the numbe