No, Gmail did not just break all open tracking

Social media connections are not opt-ins

• laura
• Jan 25, 2018

• Best Practices

It seems silly to have to say this, but connecting on social media is not permission to add an address to your newsletter or mailing list or prospecting list or spam list. Back in 2016, I wrote:

Stop obsessing about open rates

• laura
• Feb 12, 2020

• Best Practices

In 2020:

• 250OK says open rates were much lower than ESPs report.
• The Only Influencers list hosts a discussion about the value and use of open rates.
• A potential client contacts me asking if I can get their open rates to a certain percentage.
• A client shows me evidence of 100% inboxing but wants to improve their open rate.
• An industry group runs sessions at multiple meetings discussing how inaccurate open rates are.

The industry needs to stop obsessing over open rates.

Measurements

• laura
• Jun 13, 2019

• Delivery Improvement

One of the things I’ve been spending a lot of time thinking about lately is how we measure deliverability. Standard deliverability measurements include: opens, bounces, complaints, and clicks. There are also other tools like probe accounts, panel data, and public blocklists. Taken together these measurements and metrics give us an overall view of how our mail is doing.