Email Marketing Email Design
Posted: Sat Apr 05, 2025 4:12 am
Spam is, quite simply, something else.
Open Rate: An Email Marketing Metric on Openings
Difficulty level:
Why is my email not being read? Or maybe it is being skype database read, and you don't know it? Email marketing, since its inception, has overcome many obstacles and goals. But what has not changed over time is the main goal of marketers: to ensure that the email is read.
There are some fundamental aspects that are good to know before delving into the analysis:
When is an email considered read by an ESP (Email service provider)? Currently, reading is reported when at least one of the images present is downloaded or when there is interaction with the message, typically through clicking.
So did these users actually read the message? They might. But keep in mind that some email clients now automatically download images and report them to the ESP.
And all the others didn't read the message? Not necessarily. Some clients disable tracking and some users read messages without downloading images. To cite a very current example, consider Apple Watch users who can only read emails in text format. These people are therefore not monitored and real readers can therefore hide among them.
Having made these necessary observations on the value and reliability of the open rate, do not think that a message can lose its effectiveness if the images are not downloaded. Readers can still be encouraged to take action. This is why it is very important to optimize messages for the “Images Off” version as well. You need to make sure that they are readable, easily identifiable and that it is easy to proceed with the expected action.
Open Rate: An Email Marketing Metric on Openings
Difficulty level:
Why is my email not being read? Or maybe it is being skype database read, and you don't know it? Email marketing, since its inception, has overcome many obstacles and goals. But what has not changed over time is the main goal of marketers: to ensure that the email is read.
There are some fundamental aspects that are good to know before delving into the analysis:
When is an email considered read by an ESP (Email service provider)? Currently, reading is reported when at least one of the images present is downloaded or when there is interaction with the message, typically through clicking.
So did these users actually read the message? They might. But keep in mind that some email clients now automatically download images and report them to the ESP.
And all the others didn't read the message? Not necessarily. Some clients disable tracking and some users read messages without downloading images. To cite a very current example, consider Apple Watch users who can only read emails in text format. These people are therefore not monitored and real readers can therefore hide among them.
Having made these necessary observations on the value and reliability of the open rate, do not think that a message can lose its effectiveness if the images are not downloaded. Readers can still be encouraged to take action. This is why it is very important to optimize messages for the “Images Off” version as well. You need to make sure that they are readable, easily identifiable and that it is easy to proceed with the expected action.