Written by Eliane Coudoro, Founder of Seventy Eight

Someone asked me for email marketing advice the other day. She said 'My open rates aren't too bad, they're around 50%'. I had to stop her there and ask 'You know a 50% open rate, doesn't actually mean 50% have opened it!?'. She stared at me with confusion.

So, let me clarify my statement:

The Truth About Your Open Rates

Since Apple's iOS 15 update back in 2021, open rates have become unreliable metrics. The update gave users more control over email tracking.

That means many emails are now automatically marked as "opened," even if the recipient never actually opened them.

So that shiny 50% open rate you're seeing? The true number is likely much lower – we're talking more like 20%-30%.

What This Means for Your Reporting

Here's what you need to do:

1. Stop obsessing over open rates

   • They're inflated

   • They're unreliable

   • They're not telling you the full story

2. Start tracking what matters

   • Real engagement

   • Actual conversions

   • Genuine traffic

3. Focus on creating better emails

   • Write content people actually want to read

   • Make your calls to action crystal clear

   • Give value in every single email

Metrics You Should Look At Instead

There are much better ways to measure your email marketing performance. Let's talk about what actually matters.

This is actually an opportunity to focus on metrics that truly matter for your business. Because at the end of the day, what's more important - people supposedly opening your emails, or people actually engaging with your business?

Remember: Email marketing isn't about vanity metrics. It's about creating real connections and driving real actions.

Click below to learn more about the metrics you should focus on instead.