Use clicks as the primary metric
Learn why we prioritize using click rate data over open rate data.
Data is a core mechanic that drives our platform and helps you make
informed decisions for reaching your audience. Open tracking has helped
determine the best methods for engaging with contacts and maximizing the
effectiveness of your emails.
However, increasing changes to the data privacy regulations and
technology manufacturer developments, means ‘open rates’ are becoming a
less reliable metric. One of the most notable examples of this is Apple’s iOS 15 update, which includes:
- Opening emails before they reach a contact’s email address.
- The Hide my Email feature, which generates unique, random email addresses that forwards emails to a contact’s personal inbox.
By January 2022, iOS 15 is predicted to be at 90% adoption
on all Apple mobile devices. This means 11% to 30% of all email open
data will be inaccurate.
How does this affect me?
In response to these updates, we have changed the way our platform
operates and gathers data for your benefit. Opens are no longer the
default primary metric, and we’ve placed more emphasis on using click
data for greater engagement. Areas of the platform that are adopting
these changes include:
- Send time optimisation uses historical clicks rather than historical opens.
- ReMails use clicks as default for tracking rather than opens.
- Split tests use clicks as default for tracking rather than opens.
- eRFM (measuring the recency, frequency, and monetary value of past purchases) no longer uses opens.
Set clicks as the primary metric
Are mailto links tracked as clicks in reporting?
A mailto link (e.g. mailto:firstname.lastname@example.org) is used to send an email to a specified address. They will work correctly in your email campaign but are not included when looking at click reporting for your campaign.
How do I use the Filter Report Function?
If you want to see data for specific contacts in a report, click Filter: Showing all in the top-right of the page. This filter gives you the following four options: Filter by address book Filter by segment Filter by split test variation Filter by ...
Compare the performance of multiple campaigns
Learn to use the performance comparison overview to view a visual comparison of your campaigns’ performance. Overview The Performance comparison overview lets you select campaigns to view and compare side-by-side on our campaign comparison table. ...
What is the "Unique Click Through" report?
This report displays the unique number of users who clicked links in your email. Drilling down on this report will display all the email recipients who clicked a link in your email, the number of clicks and which links they clicked. You can filter ...
What are Hot Prospects?
The Hot Prospect report allows you to set the numbers of opens and clicks that constitute a hot prospect. Once set, all users who meet this criterion are displayed. The Hot Prospect report is located in the more reports drop down menu above your ...