19
Just found out our email open rates were inflated by 40% due to bot clicks...
Ran a report last month for a big client presentation and noticed something off in our Mailchimp data. Turns out Apple's privacy updates and Microsoft's link scanners were counting as opens. Had to switch to click-to-open rates and now I'm redoing our whole Q4 benchmark. Anyone else find their old KPIs are basically useless now?
2 comments
Log in to join the discussion
Log In2 Comments
the_tessa14d ago
Click-to-open rates have been a Total game changer for us too, especially after realizing how many opens were just phantom clicks from Apple's Mail Privacy Protection. It's wild how quickly the entire email marketing playbook had to shift just from one privacy update. We've basically tossed out our old engagement benchmarks and started fresh with actual human behavior data instead.
2
sagew5013d ago
Oh man, I gotta push back a little on calling click-to-open rates the total game changer... CTOR still relies on total opens in its formula, so those phantom opens from Apple's privacy thing still mess with the denominator if you're not filtering them out. What really helped us was switching to unique clicks divided by delivered emails instead of opens. It's not perfect either but at least it avoids the whole Apple privacy mess since clicks aren't affected by that update. Just something to think about if you're still seeing weird numbers in your reports.
-1