Email Click Rates


We have great open rates (over 30%), but our click rates have drastically dropped in the last 6 months even though we haven't changed anything on our newsletter format. We used to average 4-7% but now hoover around 1%. Any insights?


Hi @AmandaL489 , 


This is likely due to the changes that Apple made. 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 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. I have gone ahead and tracked this on your account, and any updates that our engineering team has on this will be relayed back to you. 

Amanda G.
Community & Social Care
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