- If you don't use images, recipients do not have any need to "show images" and thus allow open tracking.
- On the other hand, if you overdo images they might not understand why they should "show images" and instead click "archive" immediatelly.
- If you have many new or recently added recipients, they are likely to suppress images, while over time they might find something worth reading to "show images" and thus allow tracking.
- If they trust you, they will allow images to be automatically loaded.
- If your recipients are in big corporations where IT departments sets default settings, image suppression is likely higher and open rates lower than for smaller organizations or individuals where usability is more important than security.
Because of image suppression, open rate is much lower than it really is and the difference depends on so many things.
Preview increases the open rate: Some prefer to use email program with a preview pane, and some don't. Some like to navigate between emails with keyboard, and some don't. If the recipient uses preview (and has set "show images"), you are likely to register a open when she navigates back and forth of her inbox, or when she deletes or archives your email without actually reading it. If she has the email program open, as many do, it might register open even if they are actively working in another window.
So your open rates are affected by how your recients in general use their email software.
Click tracking itself is reliable metric for campaing performance. Every link is personalised to allow tracking, so if a recipient clicks a link, they open up a invisible page that registers the click and immediatelly redirects to the final destination.
However if the original recipient forwards the email to another person, this person might register clicks you may thing are done by the original recipient, when in fact, she hasn't.
Sometimes you see someone has clicked all the links in your email. This might not be the real story. It's unlikely, yet possible a person will click every single link in your email. However, it's more likely this has been done by a security software that is trying to check if the links leads to safe content.
Finally some of your recipients could not be reached for various reasons, and the email bounces. Some bounce back to Loyalistic and you'll see it in the statistics, and some bounce to your inbox without being registered to Loyalistic.
For example, if a recipient have left the company, they might have closed her email account and it bounces back to Loyalistic. Or they might have set up an autoreply whereas you'll get an email telling the person is not working there anymore.
When Loyalistic receives the bounce, it analyses the reason and determines whether to try sending that email again later or not.
Sometimes recipients have their inbox full, mail server is offline or name server not responding.