How can I judge email performance without open rates?
Look at click rate, conversion rate, revenue per recipient and unsubscribes instead. These reflect real behavior and are not distorted by automatic image loading from privacy features.
Apple Mail Privacy Protection loads images for many recipients, so open rate overstates real attention. Treat opens as directional at best.
Revenue per recipient shows how much each send contributes, while click rate and unsubscribes show interest and fatigue. Compare trends over several sends rather than single results.
Use A/B tests with clicks or revenue as the winning metric, not opens.
In practice.
A team used to pick subject-line winners by opens. It switches to choosing winners by clicks and revenue per recipient, and finds that the subject line with fewer opens actually drove more orders.
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