Email Opens Are Not Dead: What’s Changed & What’s Not

Email opens have never been an incredibly accurate metric. Our approximation for the reads that inbox providers see, tracking pixel-based opens are deflated by image caching, image blocking, and email clients that don’t render images, such as voice assistants and smart watches. And they’re inflated by pre-fetching—most notoriously by Apple’s Mail Privacy Protection (MPP), which seeks to obscure real opens by its users by burying them in a tsunami of auto-generated opens.

The launch of MPP 2 years ago immediately led to cries of “Opens are dead!” But much like the cries of “Email is dead,” you should ignore them. This is doubly true if you’re a B2B marketer, since you’re most likely to be vastly less affected than your B2C counterparts.

However, MPP has changed how marketers can and can’t use opens. Understanding these changes starts with understanding…

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