News Jul 2026 Updated Sep 6, 2026 6 min 432 readers

The Email Open Rate Lie

Apple's MPP made opens meaningless; here's what to track instead.

Ad Lab

Contributor

Opens inflated by machine opens led two partners to over-send. We moved reporting to clicks, reply rate, and revenue per send. The send cadence that followed cut unsubscribes by a third.

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Ad Lab

Ad Lab is a NoFortune contributor covering the stories behind the systems.