When you change the IP address from which you send your marketing emails, you should gradually build a sender reputation for that IP address to avoid blocking and spamming by email providers. The best way to do this is to start small and gradually send more emails each day from that IP address over a period of several weeks. However, the critical element here is that you only want to send to your most engaged subscribers during this warm-up period. How do you identify your most engaged followers? By following the real openers. Calculate an accurate click-to-open rate Opens are also a key component of open-click rates (CTOR). It's a measure of how effectively an email's message and design converts openers into clickers, as well as how well a subject line aligns with email body content. mail.
Having an audience of real openers allows you to recognize when you have a disconnect and may need to make changes or better yet do some A/B testing. On that note... Create a test audience If your business needs to perform A/B testing involving open rates, open hours, or CTOR, having an audience of real openers is essential. Allowing fake opens to skew your test results is another on a long list of A/B testing pitfalls. In addition to needing this audience to test the effectiveness of the click to open different emails or designs, you might also need it to inform subject line optimization and establish a send time per email. Default for Send Time Optimization (STO). Or just to set a global send time, if you don't use STO.
That said, Apple's email privacy protection is likely to drive clicks to play a much bigger role in both subject line optimization and STO, most marketers benefiting considerably from the incorporation of this less common but higher-intent signal. More than just a metric Hopefully, Apple's Mail Privacy Protection features will get you to think critically about how you use open metrics. But to call opens purely a vanity metric is to misunderstand the important role they play in measuring performance, maintaining good deliverability, and creating effective messaging experiences. Identifying and building an audience segment of true openers now will allow you to continue to use opens to create better emails. Sunflower logo Get quick and easy to use insights with Litmus Look beyond opens and clicks. Get the exact data you need, from read times to geolocation, with at-a-glance email analytics. And that's just one way Litmus helps you create better emails.