I Bet Your Email Open Rates are Wrong

Problem with Email Data Reporting

I Bet Your Email Open Rates are Wrong

Problem with Email Data Reporting


If you’re like me and you’ve been using your email platform’s reports to tell you what your Open Rates and Click-Through Rates (CTR) are, the report is probably wrong.


Because some I/T systems now automatically open emails and check all the links, to be sure they’re all secure, before they allow the user to see the email.

If you’re sending B2B email, that means some of your data is overreporting the number of Opens and CTR’s.

How can you check?

The best way to see if that’s happening is to look at one of your recent reports from your email platform. Check all the links and see if they were all clicked.

If you’re like me, you probably include social media in your emails. In my Newsletter, they look like this:

Picture of social media links

If you look at the reporting from your email platform, see if all of these links are clicked. If your results are anything like mine, you’ll see that it appears as though a few people are clicking on all the links on your email.

That’s probably not what’s really happening.

What’s happening, instead, is that the people you think are doing this have software in place that checks on their emails; the software’s job is to be sure that all the links are safe. It tests each link by clicking on it and, if your email passes the test, then it’s sent on through to the person.


Yes, Janet, it’s happening! What can I do about it?

Well, there’s nothing you can do about the software; it’s there to protect a person’s company from malware and vicious software invasions.

What you can do is adjust your data reporting so that it more accurately reflects the number of people who are opening and clicking through on your emails.

What I do, to be more accurate in my data reporting, is subtract the number of “auto opens” that are happening from the total.  You can, too! Once you’ve done that, your Open Rates and CTR’s will more accurately reflect how your emails are doing.

Still not sure how your emails or overall messaging are doing? Reach out and let’s talk!

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