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Why "OPEN" rate is not a good metric to measure email campaign success?


The "open" rate, which is the percentage of recipients who open an email, is often used as a metric to measure the success of an email campaign. However, it's important to note that the open rate is not always a reliable indicator of success, and it's not the only metric you should consider. Here are some reasons why the open rate may not be a good metric to measure email campaign success:

  1. Email clients: Different email clients and devices display emails differently, which can affect the open rate. For example, some email clients may not show images by default, which can cause the open rate to be artificially low.

  2. Preview panes: Many email clients have preview panes that allow users to see the first few lines of an email without actually opening it. This can cause the open rate to be artificially low, as some users may decide to delete or mark the email as spam without actually opening it.

  3. Spam filters: Spam filters can block or mark emails as spam, which can also affect the open rate. If an email is marked as spam, it may


not be delivered to the recipient's inbox, and it will not be counted as an "open."

  1. User behavior: Some users may open an email but not engage with it, which can also affect the open rate. For example, a user may open an email but quickly delete it, or they may open an email and then mark it as spam.

Overall, the open rate is an important metric to consider, but it's not the only one you should use to measure the success of an email campaign. It's important to also consider other metrics such as click-through rate, conversion rate, and overall engagement with the email.

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