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Braze Technology Partners

Marketplace · 26 pain cards
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Sample from Braze Technology Partners

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23
Email marketers can't trust open rates inflated by Apple MPP and link scanners

We can't rely on open rates anymore because Apple's Mail Privacy Protection and Gmail image caching pre-fetch tracking pixels before anyone reads the email, ma…

“Open rate quietly stopped meaning what everyone still reports it as. Apple Mail Privacy Protection pre-fetches images in email, which registers an open whether or not a person ever looked at the message. A large share of the opens on a normal list now arrive before anyone could plausibly have read anything. The uncomfortable version of that: a rising open rate with flat revenue is not a win, it is measurement drift, and it flatters exactly the campaigns that are not working. Clicks are not clean either. Security scanners on business mailboxes follow links automatically, often seconds after delivery. The tell is a click arriving with no matching open, or several clicks from the same address in the same second. What I ended up trusting instead is revenue per email as the top line, clicks as a directional signal rather than a verdict, and conversions as the one number that settles an argument. Opens I now read only in the negative direction. A collapse is real information. A rise is not. The part I have not solved is reporting it to other people. Nobody wants to hear that the headline metric is unreliable. When someone senior or a client asks how the program is doing, the honest answer is a revenue number plus a caveat about attribution, and the caveat is usually the first thing that gets edited out.”

Billing & Pricing
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