Graphic showing click to open stats

Why using your softest metric is a mistake!

Have you ever been in a meeting or been that person in the meeting telling everyone it’s great, email open rates have gone up. Now it is true that if you can get “real opens” up then the rest of your metrics will hold true and that is a good thing but the proliferation of smart devices – predominately the iPhone and iPad – and the way their email client works has led to increasing numbers of “false opens”. A “real open” is, of course, when a user makes a conscious decision to open and read or at least scan your email. A “false opens” occur when a user – predominately on an email client that lists all unopened emails…