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Digital Marketing
Open rate is the percentage of delivered emails that recipients opened. It is now less reliable because privacy features trigger automatic opens.
Since Apple's Mail Privacy Protection launched in 2021, many emails are counted as opened when Apple's servers preload them, whether or not a person read them.
Click rate and the actions people take after clicking are now better measures of whether an email worked.
Example
A newsletter shows a 55% open rate, but only 3% of recipients click a link, which is the number worth improving.
Why it matters
Judging emails on inflated open rates leads to the wrong conclusions; subject-line tests should be read with care.
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