Knowledge base · Email & CRM
Open rate
The open rate is the percentage of recipients opening your email, measured through an invisible tracking pixel.
Since Apple loads images automatically, many recipients register an open that never happened. The open rate has become a directional indicator, not an exact number.
Subject line and sender name decide almost everything. Recognisability and promise in the first words; the rest is marginal.
Click behaviour is more reliable. Steering on clicks instead of opens means steering on genuine interest.
How we do it
We steer email on clicks and conversions, with the open rate only as an early warning.
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Strategy & Growth
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