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Should You Still Use Open Rate Tracking in 2024?
Should You Still Use Open Rate Tracking in 2024?
Pipl.ai Support Team avatar
Written by Pipl.ai Support Team
Updated over 3 months ago

Short answer: No.

What Is Open Rate Tracking?

Open rate tracking involves inserting a hidden image (tracking pixel) into your email. When the email service provider (ESP) loads this image, it signals that the recipient has opened and read the email.

Why It’s No Longer Effective:

  • Inaccurate Data: Microsoft and Google have recently updated their email systems. Microsoft now blocks images from new senders by default, and Google tries to warn users about hidden tracking images (although we have implemented a solution for Google).

    Microsoft blocking images from new senders

  • Harmful to Deliverability: Our research shows that using tracking pixels can reduce inbox deliverability by up to 70%, even with a custom domain.

What to Do Instead:

Turn off open rate tracking to improve inbox placement. Focus on more reliable metrics like reply rates and positive reply counts to gauge campaign success.

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