Why They’re Misleading and What to Measure Instead

Many email security tools now automatically scan incoming messages for threats like phishing links or malware. While this is great for security, it creates a problem for marketers: these tools simulate link-checking, which gets falsely recorded as an “open” in your analytics.

The result? Inflated open rates that don’t reflect actual user behaviour. This can make it difficult to tell how many people truly engaged with your email.

But don’t worry. There are ways to measure real engagement and ensure your efforts are generating results.


4 Strategies for More Reliable Email Engagement Metrics

1. Focus on Landing Page Analytics

One of the best ways to measure real engagement is to track traffic to your landing page. Unlike email open rates, landing page analytics tell you exactly how many people arrived at your destination and engaged with your content.

Tools like Google Analytics or your marketing platform’s dashboard make it easy to monitor visits, behaviour, and conversion rates on your landing page.


2. Use UTM Parameters in Links

UTM (Urchin Tracking Module) parameters are snippets of text you can add to your URLs. These parameters help you track the performance of specific campaigns and links, showing exactly where traffic is coming from.

For example, adding UTM parameters to links in your email campaign allows you to see which messages drove traffic, even if open rates are unreliable.


3. Analyse the Click-to-Open Rate (CTOR)

Instead of relying solely on open rates, focus on the click-to-open rate (CTOR). This metric calculates the percentage of people who clicked on a link after opening your email.

Since it accounts only for users who interacted with your message, CTOR provides a clearer indication of engagement and content relevance.


4. Segment Your Audience and Test

Segmenting your audience into smaller groups allows you to tailor messages and track engagement trends more effectively. Test different subject lines, email content, and call-to-action placements to identify what resonates most with your audience.

This approach helps you cross-reference open rates with other engagement metrics, like replies or actual clicks, to see which campaigns are truly effective.


The Future of Email Marketing Metrics

While open rates can still provide a general sense of how well your email captures attention, they shouldn’t be the sole metric you rely on. Instead, a combination of landing page traffic, UTM parameters, CTOR, and audience segmentation will give you a clearer picture of your campaign’s success.

Remember, engagement is more than a number—it’s about building meaningful connections with your audience and driving them to take action.


Ready to Optimise Your Email Campaigns?

At Quinset, we specialise in helping businesses improve email deliverability, enhance audience engagement, and track results effectively. Whether you’re facing issues with open rates or need advice on optimising your campaigns, we’re here to help.

Let’s chat! Contact us today to take your email marketing to the next level.