Re: 30%+ open rates, I recently worked on an integration with an email vendor and learned that ios email clients will auto open emails in the background, which will trigger an open event. In apple’s case, it’s intentionally to obfuscate user data. This particular vendor seemed to just be ignoring any opens from these clients to calculate some ridiculously inflated open count. I’ve observed through a friend’s substack that they (at least as of a year ago) count those background refreshes as opens. So definitely a 1% open rate would signal an underlying issue with the email list, but open rates don’t represent real human opens anyhow.
Re: 30%+ open rates, I recently worked on an integration with an email vendor and learned that ios email clients will auto open emails in the background, which will trigger an open event. In apple’s case, it’s intentionally to obfuscate user data. This particular vendor seemed to just be ignoring any opens from these clients to calculate some ridiculously inflated open count. I’ve observed through a friend’s substack that they (at least as of a year ago) count those background refreshes as opens. So definitely a 1% open rate would signal an underlying issue with the email list, but open rates don’t represent real human opens anyhow.