Is open rate the most important number to chase?

Is open rate the most important number to chase?

Beginners obsess over open rate, but since Apple started hiding opens in 2021, this number got blurry. Apple Mail auto-loads your tracking pixel (the tiny invisible image that records an "open"), so it counts opens that may never have happened. Your 50% open rate might be partly robots.

A healthier focus:
— Watch clicks and replies, which only real humans create.
✅ Add one clear link or question to your next email and track who responds.
— Use open rate only as a rough trend line, never as gospel.

Clicks tell you who's actually interested. That's the audience worth nurturing.

Tiny homework: in your last campaign, find the click rate. Write that number down as your new north star.

New here? Start with the basics above.