The purpose of this black paper is to prove that open rates are unreliable given the significant shortcomings of the pixel approach to track open rates, which we have successfully done.
It genuinely is surprising that most of us have misunderstood the concept of personalization. For reasons unknown to us, the popular opinion about personalization is explicit references of publicly available facts about a person in communication to the person.
Unlike open rates, we are certain click rates can be tracked. The problem however lies in our ability to attribute these clicks to humans and not bots. IT security software in companies often check emails and links in emails before delivering the email to an employee's inbox. Clicks from these software can be mistaken for human clicks.
