Open Rates are Open to Interpretation

I highly recommend you click over to Tamara’s recent post on open rates at BeRelevant, an email marketing blog, for a quick and easy explanation of how open rates are calculated.

I frequently speak with marketers who aren’t aware that open rates are based on images being loaded or that they can’t be tracked at all for text-only emails.  These facts make open rates a highly unreliable marker of success - and it’s likely that if you’re presenting these numbers to your boss, you’re actually selling yourself way short!

About Adam Blitzer
Adam Blitzer is the Vice President of Marketing at Pardot and has been in the interactive marketing world for the better part of a decade.

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