Despite its many benefits, tracking email open rates isn't the most effective means of measuring how well your email marketing campaign is doing. Unfortunately, there are a number of reasons why this metric doesn't work the way you want it to.

Until recently, the open rate was a reliable indicator of deliverability. However, it is no longer the case. There are a number of reasons why this may be the case. Firstly, the email protocol is no longer able to provide a reliable read receipt. Secondly, many of the modern email service providers are upgrading their spam triggers and spam traps,...

Until recently, the open rate was a reliable indicator of deliverability. However, it is no longer the case. There are a number of reasons why this may be the case. Firstly, the email protocol is no longer able to provide a reliable read receipt. Secondly, many of the modern email service providers are upgrading their spam triggers and spam traps,...