Topic

Measurement

Which numbers still mean something, and which ones your platform is flattering.

Who should care. Anyone reporting opens, revenue, or “email drove this” to a founder.

If you are new. Open rate is often a bad KPI now because apps load images without a human read. Prefer clicks, orders, and honest experiments (holdouts) when your tool supports them.

Common mistake. Open rate as a north star after Apple Mail Privacy Protection; MPP opens counted as revenue.

4 rules below · Glossary · Filter to your desk

FYIMetrics · Global · Gmail

Google Postmaster Tools retired the reputation dashboards

Google removed the colour badges in Postmaster — , auth, and delivery errors still matter.

Skip if You never opened Postmaster Tools in the first place.

YoursMetrics · Global · Apple

Open rate is not a measurement any more

is broken as a KPI for a huge slice of Apple users — stop managing the business on opens alone.

Skip if Nothing in your account segments, suppresses or optimises on . Check before you assume that.

YoursMetrics · Global · Klaviyo

Klaviyo counts Apple machine opens toward revenue by default

Klaviyo can credit revenue to an Apple machine open — so email revenue can look higher than reality vs Shopify.

Skip if You are not on Klaviyo, or nobody ever puts your email revenue next to the Shopify number.

FYIMetrics · Global · Klaviyo

Klaviyo holdout groups need 400,000 profiles

Honest email lift needs — Klaviyo’s free holdout tool needs about 400,000 profiles; most brands are under that.

Skip if You are not on Klaviyo.