Ist die Öffnungsrate im E-Mail-Marketing noch relevant

The email open rate tells you how many of your recipients actually opened your email. Open rates are generally determined by a tiny one pixel by one pixel transparent gif somewhere in the layout of the email. When the email is opened, a request is received by your server to provide that image, just as if it was a product photo or a background pattern. Once you have your total number of transparent image requests tallied, it is expressed as emails opened / emails sent: that is your Open Rate. However, this may not be the most accurate representation of how many of your emails are actually opened!

The Mobile Revolution Has Devalued Open Rate Calculations

Many email marketers continue to rely strongly on open rates even though recent developments in email clients and the explosion of mobile web enabled devices has severely handicapped the accuracy of open rates. Because many of these email readers have images turned off by default, none of the images included in your email become visible to these recipients. Unfortunately, this includes that critical 1 x 1 pixel transparent gif that communicates the "open" to your server. Therefore if you are sending emails to 100,000 users, with half reading your emails on desktop or laptop computers through email clients that allow images, and the other half reading them on various devices that prohibit images, then your open rate calculation is severely underestimating the actual number of emails read… by fully one half!