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In the past, a high email open rate was a badge of honor for marketers. But recent privacy changes have shattered that metric’s reliability. For example, Apple’s Mail Privacy Protection (MPP) now preloads email content (including tracking pixels) even if the recipient never actually opens the message. Since Apple Mail accounts for roughly 40–50% of email opens, reported open rates have “skyrocketed” artificially. In short, open rates are dead: privacy updates, security scanners and other factors mean “this metric just isn’t reliable anymore”.
Alt text: Chart showing email opens by client type, highlighting Apple Mail (Mozilla/5.0) usage.*
Apple’s Mail Privacy Protection preloads all images by default for subscribers who opt in. In practice, every email can show as “opened” even if the recipient never saw it. The result is wildly inflated open-rate reports. Constant Contact notes that open rates will “skyrocket” after MPP — but these inflated numbers don’t reflect real engagement. Industry data confirm it: Omeda found total unique open rates jumped after MPP, yet cautions that “we can’t consider them reliable”. Crucially, clicks are unaffected: both Omeda and Constant Contact agree that total clicks remain a valid measure of engagement. In short, MPP has killed the credibility of open rates, so marketers must pivot to metrics that truly matter.
Instead of obsessing over opens, focus on clicks and engagement. Click-Through Rate (CTR) – the percentage of recipients who click a link in your email – is a direct measure of how compelling your content is. GlockApps points out that CTR “tells you how many recipients clicked a link”. The related Click-to-Open Rate (CTOR) (clicks ÷ opens) used to gauge content engagement, but it falls artificially as false opens inflate the denominator. Even so, true click counts and CTR are meaningful. MailerSpot’s platform tracks clicks and CTR in real time, and a high CTR means your subject lines and calls-to-action are resonating with readers.
Alt text: A desk with an open laptop and printed charts, illustrating email campaign analytics.*
Clicks and opens won’t pay the bills — conversions do. Conversion rate (the percentage of recipients who complete a target action) is the ultimate KPI. GlockApps notes that conversions are “what truly drives business results”. For B2B campaigns this might be form submissions or demo requests; for ecommerce it’s purchases or cart completions. In practice, that means tying each email to actual sales or leads. In fact, Omeda advises marketers to look “beyond open insights” and “dive further into conversion metrics”. MailerSpot’s reporting ties email campaigns to conversions, so you can see exactly which emails generate signups or sales.
Modern email platforms use AI to extract deeper insights from subscriber behavior. Advanced tools analyze how recipients interact with past emails and use those patterns to optimize campaigns. For example, AI can predict each user’s ideal send time and automatically segment your list by purchase history or engagement level. MailerSpot’s AI-driven analytics “provide actionable insights” about which subject lines or content perform best. You can even set up behavior-triggered emails (like cart reminders or welcome series) based on user actions. This level of automation and insight goes far beyond what open rates ever revealed.
Another key tactic is rigorous A/B testing. By comparing two versions of an email (different subject lines, headlines, or calls-to-action), you learn what genuinely resonates with your audience. MailerSpot includes built-in A/B testing so you can “make data-driven decisions for better performance”. In practice, you might test two subject lines or two images by sending each variant to a small segment, and then automatically sending the winning version to the rest of your list. Over time, these tests incrementally boost CTR and conversion rates, leaving no doubt about what works.
In 2025, email open rates are essentially a vanity metric. Privacy changes and automated scanners have made them unreliable for judging success. Instead, B2B and ecommerce marketers should focus on the metrics that tie directly to results: click-throughs, replies, conversions, and deliverability. MailerSpot is built for this modern approach. Our platform automates your campaigns and delivers detailed reports on clicks and conversions, along with AI-driven insights and seamless A/B testing to constantly improve performance. Don’t get stuck chasing an outdated open-rate number. Ready to elevate your email marketing? Try MailerSpot’s free 30-day trial today.
