Can You Trust Email Open Rates? The KPIs That Matter Most

If you’ve ever judged the success of an email campaign by how many people open it, you might want to think again. With new privacy rules, security filters, and unreliable tracking methods, open rates are no longer the best way to measure success.

So, what should you focus on instead?

Why Open Rates Can Be Misleading

• Privacy Protection – Apple’s Mail Privacy Protection (MPP) preloads email images, making it look like more people are opening your emails than they really are.
• Security Filters – Some security systems scan emails before a real person even sees them, which can falsely increase open rates.
• Tracking Issues – Some email services block tracking pixels or require users to load images manually, meaning real opens might not be counted.

The KPIs That Really Matter

1- Click-Through Rate (CTR)

How many people clicked a link in your email? This shows if your content is interesting enough to make readers take action.

2- Conversion Rate

Did your email lead to a sale, a sign-up, or another important action? Conversions tell you whether your email is actually working.

3- Reply Rate (For Sales & B2B Emails)

For businesses that rely on emails to build relationships, responses are far more useful than open rates.

4- Engagement Over Time

Are people clicking on your emails regularly? A strong email strategy keeps readers engaged, not just opening emails once.

5- Revenue Contribution

At the end of the day, what really matters is whether emails help generate sales or keep customers coming back.

What You Can Do Instead of Tracking Opens

• Test Subject Lines with A/B Testing – Instead of measuring opens, check which subject lines lead to more clicks.
• Use Tracking Links – Add UTM codes to your links to see what happens after someone clicks.
• Watch Unsubscribes & Spam Complaints – If too many people are leaving your list, your content might not be right for them.
• Improve Email Content – Make your emails more personal, clear, and action-driven.

Final Thoughts

Open rates can give a rough idea of how your emails are doing, but they aren’t the full picture. By focusing on the right KPIs, you’ll create emails that get real results, not just opens.

Which email metrics do you track the most? Let me know in the comments!