Email Service Provider - company that you send email through for improved deliverability

You'd like to believe that your ESP's open-rate stats adjust for fake-opens by bot-virus-checkers, but you're probably wrong. In 2020 we discovered that SFMC wasn't doing this, and we had to modify our own stats.

  • I can't recall whether we stripped out opens that happened within x seconds of receipt, or by stripping out high-open-volume IP addresses.
  • since Apple Mail Privacy features in late 2022, the data is even worse and unfixable

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