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| | THE POINT
JULY 1, 2010 Do Email Open Rates Really Matter?
For this, we turn to Wikipedia : “Open rates are measured using an HTML IMG tag embedded in outgoing emails, calling for a small, transparent tracking image. In fact, not only are the numbers deflated by blocked images or text versions as Wikipedia explains, but they can also be grossly inflated by the Outlook preview pane. Let’s start by defining what open rate means.
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