Just read a very good article by Anne Holland at MarketingSherpa. It’s all about the imprecision of tracked open rates. She argues that open rates should be referred to as “measured open rates” and I totally agree. With all that’s happening in today’s inbox - preview panes being tracked as opens, email settings that have images turned off as the default, the increasing use of handhelds like blackberry’s which receive text only formats, etc - the open metrics today’s technology reports on truly needs to be taken for what it’s worth. The tracked and measured opens simply don’t report the actual open rate. What’s more important in terms of ROI is the click-throughs and the conversions. Take a read…

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