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Why has email open rate become a weak metric?

  1. A Apple Mail Privacy Protection inflates opens by pre-loading tracking pixels
  2. B Providers no longer report it
  3. C Opens were never measurable
  4. D It only applies to mobile
Answer

Apple Mail Privacy Protection inflates opens by pre-loading tracking pixels

Click rate is the more reliable engagement measure, and unsubscribes and complaints should be watched alongside it.

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