I contend that the logic used for the main open rate on marketing emails shown in HubSpot is flawed. If we’re looking at only reliable opens (as the system does), we should be removing all those unreliable opens from the denominator too (which the system does not). If we don’t count them in one part of the equation, we can’t then count them in the other. This gives us a negatively-skewed view of our performance.
Here’s an example of what we see vs. what we should see:
| Delivered | 138 | |
| Opens Highlighted in System | 34.06% | 47 |
| Including Bots | 63.77% | 88 |
| Bot Opens (Including bots - Opens Highlighted in System) | 41 | |
| Delivered - Bot Opens | 97 | |
| Opens Highlighted in System / (Delivered - Bot Opens)(What should be reflected in HubSpot) | 48.46% |