Why open rate is broken
Apple Mail Privacy Protection (MPP) preloads remote images, which historically were how open tracking worked. Roughly half of email recipients now show as opened regardless of whether they actually opened the email.
What to track instead
Reply rate (still works). Click-through rate (works if links are unique per recipient). Calendar bookings or trial sign-ups (the actual outcome).
Why we mention it
Some sales tools still optimize for open rate. Don't. Optimize for replies and meetings booked.
Want to put this into practice?
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