Open rates seem unusually high

Question

I’ve recently started proper list cleaning, including excluding Unengaged subscribers from our regular emails and using a sunset flow to suppress unengaged subscribers

Our open rates were always good at 45-55%. Since cleaning, our open rates are around 65-70%.

As much as I’m delighted, I’m wondering if there’s something I should be aware of? Something that might be artificially inflating my metrics?

Our click rate (+2.74% in the last 30 days) and attributed revenue have also seen an increase.

We’re primarily a manufacturer/wholesaler, so B2C is a small part of what we do. Consequently, our mailing list is also small, so hopefully just a small, highly engaged audience.

takendigital · Accepted Answer

When you recently did your list cleaning I suspect you might have cleaned out a lot of people not showing Apple Opens. Which would mean the people left on your list as a % are more apple openers than in the past.

One thing you might want to look at is to go to the Metrics page.

Select “Opened Email” and set the filter to “Apple Privacy Open” = true and then also =false. This will give you a better sense of if you are actually getting more opens during the time period your curious about.

Here’s a link as well to read more about iOS MPP Openers - https://help.klaviyo.com/hc/en-us/articles/4416791883163

rqcha · Answer

Hi ​@Stuart– thanks for posting and pleased to see you’re keeping your list healthy and seeing great results from it! I have also had occasional weeks where there’s an unusually large uptick in opens and it’s always a funny feeling of not quite believing that that’s real. Have you taken a look at unique opens and unique clicks and compared those to from before you cleaned your list? My guess is if your open rates went from 45-55% to 65-70% it’s just because when you cleaned the list you removed that 10% of recipients who did not regularly open. Sorry I don’t have better advice but I hope your very high open rates continue on!

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