Click rate

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Did anyone else's click rate just dive down? My last 2 emails have only gotten a 1% open rate when we were at 13-20% the last 5. Any advice on what is happening?

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Hi @RMFY , 


This drop in the click rate percentage is likely due to Apple's new policy. With the release of iOS 15, Apple Mail will now preload images in emails, including tracking pixels (which we use to measure Opens). This change was made by Apple to protect customer privacy. This means that the Open rate in emails is no longer as accurate as it once was - an Open may show even if the contact didn't open the email.

We previously calculated Clicks based on Opens. Since Opens are no longer as accurate, we've switched to calculating Opens based on successful delivery (Sent number minus bounces). The Click-to-delivered metric is lower than the prior Click-to-opened metric, but it is a more accurate representation of your customers' engagement.

All pages in the account will now only list the Click-to-delivered metric. The Reporting tab has a dropdown to choose between Click rate (clicks-to-delivered) and Click-to-opens.

Amanda G.
Community & Social Care
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