Who this applies to#
- Use open rate as a directional record of detected image-load activity, not proof that every recipient read the message
What Open rate requires#
- Define delivered-message and unique-open rules, then record privacy and image-loading limitations alongside comparisons
Apple Mail
Mail Privacy Protection prevents senders from learning whether a protected recipient opened a message
What this does not require#
- A recorded open is not required for a recipient to read text, click a link, or act on a message
Common mistakes#
- Dividing by sends instead of delivered messages without saying so
- Comparing tools with different uniqueness rules
- Treating opens as purchases
Open rate checklist#
- Define the denominator
- Deduplicate opens
- Annotate privacy effects
- Pair with downstream actions