Why email open rates are not reliable

Tracking email open rates has become less reliable due to changes in email service provider behavior and privacy concerns. Google, Microsoft, Apple, and other email service providers have made changes to protect their customers' privacy.

Here are some key reasons why email open rates are no longer as accurate as they used to be:

Images Blocked by Default

Many email clients block images by default to protect users' privacy and security. Since open tracking relies on loading a tiny invisible image in the email, the tracking pixel doesn't load when images are blocked, and the email open isn't registered. This means the "open" won't be recorded even if the recipient reads the email content.

Preview Panes and Text-Only Views

Some users may read emails in preview panes or text-only views, where images aren't loaded. In such cases, the tracking pixel remains untriggered even if the recipient engages with the email, leading to an inaccurate open rate measurement.

Misleading Metrics from Previews

Email clients often generate a preview or snippet of an email's content without actually opening the email. This can lead to false positives, where an open is recorded even though the recipient hasn't fully engaged with the email.

Clicks Without Opens

Sometimes, recipients click on links within emails without actually opening the email itself. This is common for users who quickly scan their inboxes and interact with emails without viewing them. As a result, the open rate metric can overstate engagement.

Mobile Devices and Syncing

Many users check emails on mobile devices, and these devices often pre-fetch content to improve user experience. This can lead to an email being marked as "opened" even if the user didn't intentionally read it. Additionally, some users may use multiple devices to access their emails, which can further complicate accurate tracking.

Privacy Concerns and Tracking Blocking

As awareness about online privacy has grown, many users have become wary of tracking pixels and similar techniques that can collect data about their behavior. Some email clients and third-party tools offer features that block these tracking mechanisms, further impacting the reliability of open rate data.