Learn why we prioritise using click rate data over open rate data.
Data is a core mechanic that drives our platform and helps you make informed decisions for reaching your audience. Open tracking has helped determine the best methods for engaging with contacts and maximising the effectiveness of your emails.
However, increasing changes to the data privacy regulations and technology manufacturer developments, means ‘open rates’ are becoming a less reliable metric. One of the most notable examples of this is Apple’s iOS 15 update, which includes:
- Opening emails before they reach a contact’s email address.
- The Hide my Email feature, which generates unique, random email addresses that forwards emails to a contact’s personal inbox.
By January 2022, iOS 15 is predicted to be at 90% adoption on all Apple mobile devices. This means 11% to 30% of all email open data will be inaccurate.
How does this affect me?
In response to these updates, we have changed the way our platform operates and gathers data for your benefit. The option to set clicks as the primary metric for engagement is now available in public preview. Areas of the platform that are adopting these changes include:
- Send time optimisation uses historical clicks rather than historical opens.
- ReMails use clicks as default for tracking rather than opens.
- Split tests use clicks as default for tracking rather than opens.
- eRFM no longer uses opens.