Campaigns Hub
Email analytics (and why opens are estimates)
Email opens are estimates because some email apps open messages automatically. Opens can be useful context, but clicks and bookings are more reliable signals when you want to understand how a campaign performed.
Read email analytics with the audience and message in mind. Do not present an estimated open as proof that a person read or acted on an email. Use the more reliable signals to guide the next useful customer message.
Campaign work is easier to trust when every message begins with a clear purpose and the right contact context. Keep email and text choices separate, use the shared contact record before you send and make the next follow-up useful to the person receiving it. A considered audience is more valuable than simply sending to the largest possible list.
How to approach it
- 01
Review the campaign context
Start with the audience, message and purpose of the email you sent.
- 02
Treat opens as estimates
Use opens as a directional signal, not proof of attention or action.
- 03
Look at clicks and bookings
Use these more reliable signals when deciding what to improve next.
This isn’t legal advice — check the rules that apply to your business.