Transparent Reporting
(no tricky fine print)
Those cheaper email services that refuse to disclose your email opens are hiding something. Literally.
In an ideal world, all real estate email flyer vendors would provide accurate, detailed reporting that transparently shows you how many times your client's email blast was opened.
Because email opens is what you're paying for.
“ I just spoke to ZipYourFlyer and when I asked them if they can provide me with more detailed delivery info, I was told "this is the best they can provide"— 2022 email from a ZipYourFlyer customer
It's 2024. Every reputable service that sends mass email also tracks email opens. But some refuse to divulge that metric to you.
Don't be fooled by any vendor's so-called "delivery report" that fails to itemize how many times your actual email was opened because they lump all the web, app, and email views together into a single number, rather than itemizing each view source.
When an email service tracks your eflyer's email opens but won't tell you, you should wonder “why they are hiding such important data from me?”
For example:
In fact, they obfuscate your actual measured email open rates two ways…
1) They do not report how many email opens you get:
May 2024 ZipYourFlyers report wording (color added for emphasis):
"This data also contains views of your E-Flyer from the Zip Your Flyer App."
That disclaimer "also contains" tells you they've mixed in some (undefined) "app" views with your actual email views. They do not itemize your email opens. When you pay for an email blast don't you deserve to know your email open rate?
2) And the opens they do report to you are padded:
And at the very bottom of their May 2024 report it says (in tiny 8 pixel fine print):
"Reported numbers are based on verified open tracking and enterprise level domains."
We call it "fine print" because this is the actual size:
Reported numbers are based on verified open tracking and enterprise level domains.
That fine print "and enterprise domains" tells you ZipYourFlyer does NOT report actual verified email opens. They toss in some undocumented padding for "enterprise level domains".
Back in May 2018—before we publicly exposed this tactic—they outright admitted (in fine print) adding a "calculation" on top of measured opens (color added for emphasis):
"*Reported numbers are a combination of verified open tracking and a calculation accounting for Enterprise level and other email browsers which do not report."
Serious marketers insist upon transparent metrics, not wording games.
