
Beyond open rates
Privacy features can affect open measurements. Review clicks, completed actions, unsubscribes, and customer outcomes alongside delivery. Agree whether the evidence supports keeping, changing, or stopping the approach.
Use contacts with an appropriate permission basis and a working unsubscribe process. Purchased lists can introduce delivery problems and unsuitable recipients. End each review with a named next step.
- A written brief
- Named responsibilities
- Agreed review points




