Scenario 1: Open Rate Shows 0%
If your campaign shows 0% or very low opens, the most likely causes are:
Emails Landing in Spam
Emails in spam are rarely opened. Check by sending a test email to yourself — did it land in spam? See the Why Emails Go to Spam guide to fix this.
All Emails Bounced
If your list has mostly invalid addresses, the emails never delivered. Check the Bounced count on the Campaign Detail page. A high bounce rate means list quality issues.
Campaign Too Recent
If the campaign sent in the last few hours, recipients may not have opened yet. B2B emails typically see most opens in the first 24-48 hours. Wait at least a day before judging open rate.
Scenario 2: Open Rate Shows 100% or Near 100%
This is almost always caused by Apple Mail Privacy Protection.
What Is Apple Mail Privacy Protection?
Starting with iOS 15 (2021) and macOS Monterey, Apple Mail pre-fetches all email content — including tracking pixels — as soon as the email arrives, before the user even touches it. This is done to hide the user's IP address and reading habits.
From your CRM's perspective, the tracking pixel loaded = the email was 'opened'. In reality, the user may never have read it.
How to Tell If Apple Mail Is Inflating Your Opens
Apple Mail opens all happen within seconds of delivery — often in the first 1-2 minutes. If you see a spike of opens immediately after sending, those are almost certainly Apple Mail pre-fetches.
What to Do Instead — Focus on Click Rate
Click rate is your most reliable engagement metric. Clicks require a real human to physically tap or click a link — Apple's pre-fetch does not click links. A click rate of 2-5% on a B2B campaign is strong and indicates genuine interest.
Frequently Asked Questions
Is there a way to filter out Apple Mail pre-fetches from open tracking?
Some advanced email platforms detect Apple Mail opens by the speed (all happen within seconds) and flag them separately. Vedain currently does not have this filtering built in. Use click rate as your primary metric.
How can I improve my click rate?
Use clear, specific call-to-action buttons (not vague 'click here' links), personalise with merge tags, segment your audience so the content is relevant, and test different CTAs using A/B testing.
What is a good click rate for B2B campaigns?
2-5% click rate is considered good for B2B email campaigns. Above 8% is excellent. Click rate depends heavily on how targeted and relevant your content is to the recipient.
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