Each router has its own calculation rules to define the openers rate. On Sarbacane Suite, the principle is relatively simple: an invisible tracking pixel is systematically and automatically added when you send a campaign.
When a recipient opens the email with their email software, the tracking image is requested from the Sarbacane servers: it is identified by our platform and stored in the statistical report of your campaign. In short, we record the opening when these images are downloaded.
However, some email software blocks image downloading by default, such as Outlook Enterprise (downloaded software). As the images are not displayed by default, the opening is only recorded when an action is taken on the preview (downloading the images, or clicks).
Similarly, reading an email offline will not allow the detection of a campaign opening. It is therefore clear that detecting the opening through the tracking image does not make it possible to obtain a 100% reliable result.
Sarbacane applies a first adjustment to calculate as accurately as possible the number of openers by considering clickers as openers: a clicker who is not an opener will therefore, after this first adjustment, be considered an opener.
An openers / clickers ratio is then applied to the complete base of actual openers to define a second adjustment.
You will find the “adjusted” statistics in the “statistics” section of your campaign. Behavioural tracking will display the actual detected data and therefore without any adjustment.