Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Analytics
Why Email Open Rate Is an Unreliable Metric Now (and What to Track Instead)
Apple's Mail Privacy Protection pre-fetches every image in an email the moment it arrives, registering an open whether or not a human ever reads the message. Here is why open rate can no longer be trusted alone, and what actually replaces it.
7 min read - Analytics
Email Send Frequency and List Fatigue: How Often Is Too Often
Subscribers getting more than 5 emails a week unsubscribe at 0.58%, versus 0.07% for 1-2 emails a week - an 8x gap driven by frequency alone. The sweet spot for most B2B and B2C lists sits between 1-3 emails a week, with concrete thresholds for when to cut back.
8 min read
