In addition to our own newsletter, we provide email marketing services to several other companies - writing copy, designing and creating the email, distributing it and reporting.
A trend we have noticed across the board over the last 12-18 months is that the 'open' statistics have, almost universally, fallen.
Normally this would be cause for alarm - it suggests that fewer subscribers are showing interest in the articles. However, the clickthroughs - the links that people click for more information - show this is not the case.
Read why your 'open' stats may not be telling you the truth. . .