Opens are not the whole response story
Why tap-through, dismiss, and the next session matter more than a lonely open rate.
Lifecycle teams often celebrate rising opens after a subject-line test. Without taps, dismisses, and what happens in the next session, an open is only proof the device woke up.
A useful response readout pairs each send with the action that followed: tap into a destination, quick dismiss, or a delayed return that still used the prompt. Owners can then decide whether creative, timing, or targeting failed.
In our Bangkok practice we refuse to treat open rate as a planning metric on its own. If no one would change a calendar at the high versus low end of an open range, the number is not ready for a review.