Question
Why are my open rates lower than I expected?
Opens count people. Machines that open every email the moment it arrives are left out, so the number is lower than some tools show, and it's true.
Not every open comes from a person. Mail scanners open emails the moment they arrive, and some machines pose as a browser to click the links. Count those, and an open rate looks high and tells you nothing.
So every open and click is checked, and only people are counted. Your Results call it Engaged opens: opens by people, with machine opens left out.
Why other tools show more
Many tools count every open, whoever or whatever made it. Your numbers here count people, so they're lower, and they're the ones to act on.
What to look at instead
- Engaged opens: the people who really read it.
- Clicks: each person once, however often they click.
- Click to open: of the people who opened, how many clicked.
How machines are told apart: Real people, not machines. What every number counts: What your results count.
Related
- Real people, not machinesEvery open and click is checked before it's counted, so your results and your sequences follow real people, never the scanners and fake browsers that open and click on their own.How it works
- What your results countYour Results page counts people, not machines: delivered is sent less bounced, clicks count each person once, and every figure matches each campaign's own report.How it works
- Your deliverability scoreYour deliverability score rates out of 100 how much of your mail is getting through, from four things you can see: delivered, bounces, unsubscribes and your sending domains.How it works