YOUR OPEN AND CLICKS OF YOUR EMAIL CAMPAIGN AREN’T RELIABLE OR ACCURATE

Summary from the TLDR Marketing newsletter

Recent changes by Apple and Google have undermined the reliability of email open and click data, impacting the effectiveness of email marketing campaigns. Apple's Mail Privacy Protection feature and Google Workspace's link-scanning process have distorted open and click rates, making them unreliable indicators of engagement. To mitigate this issue, email service providers could adopt technological solutions like substituting images for tracking pixels, while marketers are encouraged to rely on UTM campaign query strings for more accurate measurements.