In a previous blog I discussed the relevance of open rates and how with the introduction of image blocking and mobile devices the metric has become flawed.  While I stand by my statements and encourage you to look beyond the opens to the clicks and conversions, I think there is a valid place in our metrics for opens - that is, if we change our perception of what they truly are.

Loren McDonald brings up a good point in his recent MediaPost article about redefining the metric that is currently the open rate. This article is a response to the out-cry and debate he created with his original post, "Why the Open Rate Must Die".  It's obvious that there are some marketers who are married to their open rate and will struggle to let go of it.  But, I don't know that they have to really let go of it if we as a collective marketing brain reset the way we think about what this metric is truly showing us - image rendering.  I'm not going to rehash his entire debate, you can read it for yourself, but I do encourage you to think about it and contribute to the discussion.

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