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)
