
Beyond open rates
Privacy features can affect open measurements. Review clicks, completed actions, unsubscribes, and customer outcomes alongside delivery. Keep the next round of work small enough to assess clearly.
Use contacts with an appropriate permission basis and a working unsubscribe process. Purchased lists can introduce delivery problems and unsuitable recipients. Use the findings to update the brief for the next stage.
- A written brief
- Named responsibilities
- Agreed review points




