43%
Verified human open rate, the floor we intend to underwrite
The open rate you have been reading was never measured. It was counted.
Apple Mail Privacy Protection prefetches images at delivery for every recipient. Security gateways sweep pixels and links seconds after delivery. In a raw log both are indistinguishable from a person opening the message, which is why a large share of every open rate in this industry is fiction.
This is a target, not a measurement
A contractual floor per campaign class, to be underwritten with the Deliverability SLA. It is not a measured average across customers, and it will vary by campaign class and list quality.
Everywhere else
Reports every pixel fetch as an open, on mailboxes rented from a shared sending API, with no way to tell a human from Apple's relay or a security sweep.
Wysera
Runs its own mail cluster, classifies every fetch into five verdicts, and reports only the ones a human actually caused. Then sells a contractual floor on that number, credited back when missed.
How it actually works
Six mechanisms. A capability claim without one is a slogan.
- 01
Own the sending path
A mail cluster with per-domain caps, send pacing and a bounce circuit breaker. Not a resold API.
- 02
Warm and grade every mailbox
A daily ramp sets the send limit, and each mailbox is regraded from its own send history.
- 03
Classify every fetch
Classifier v3 scores against header self-consistency, network ranges and gateway MX patterns.
- 04
Count only the real ones
Human and proxy opens are counted separately. Privacy-relay prefetches and gateway scans are discarded. A reply always counts.
- 05
Re-score history when rules improve
Verification is computed on read rather than frozen at delivery, so the whole archive can be re-graded when the rules get better.
- 06
Underwrite it
A verified-open floor per campaign class, credited back when missed. That is only possible because the number means something.