Latest / The Email Marketing Podcast with Fexingo: Newsletters, Open Rates, and Subscriber Growth
Why Email Open Rate Is a Vanity Metric You Should Ignore
Lucas and Luna dig into why email open rate, long considered the gold standard of email marketing, is actually a misleading vanity metric. With Apple's Mail Privacy Protection and Google's image caching, open rates are inflated and unreliable. Instead, they argue for focusing on click-to-open rate, conversion rate, and list health metrics. Lucas cites data from a 2025 Litmus study showing open rates in B2C newsletters have climbed to 35% while actual engagement dropped. They discuss how to pivot your email strategy toward meaningful measurements and share a case study of a DTC brand…
The skinny
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