In the open
What we can measure, and what we will not pretend to
Email is an unreliable medium to measure. We would rather show you a smaller, honest number than a large, flattering one.
Measured
Reported from provider events or our own records.
- Emails handed to the delivery provider
- Delivered, bounced and rejected events from the provider
- Unsubscribes and complaints
- Link clicks through our redirect
- Signups and confirmations
Estimated
Useful as a signal, not as a fact.
- Opens, because image loading is blocked or prefetched
- The number of people who actually read an issue
- Whether an email landed in the inbox or the promotions tab
Open rates are a rough proxy. Apple Mail Privacy Protection loads images whether or not a person reads the email, and many clients block images entirely. A low open rate is not proof that nobody read the issue. A high one is not proof that they did.
Our promises
Three things we will not do
They are easy to break quietly, so we write them down.
No invented numbers
We do not publish a deliverability percentage we cannot verify. Inbox placement varies by provider, domain, list and week.
No tracking pixels you did not ask for
Open tracking is on for campaign stats, and can be turned off per newsletter. We never add a third-party badge or pixel to your emails.
Every protection, every plan
Authentication, one-click unsubscribe, suppression and bounce handling are not upgrades. They are the product.
How we keep your emails out of spam
Authentication, a clean list, one-click unsubscribe and sane sending limits. The help center explains each one.