What constitutes as an 'Open' when looking at email engagement in the CRM

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Posted on by Catherine_marketing

Hi there,

As some of you know, in your outlook inbox there are two options when reading an email, one is to preview the email on the right hand side, the other is to double click the email and read it in a new window.

My question is, when sending a campaign the users who may have Outlook, which of these constitute as an 'Open', both, or just the double click option?

The reason I ask is that when building and testing a customer journey in sandbox, I set a rule to move a users to the next email once they had opened email 1, I could see that users were not moving along the journey even though the emails had been opened, 'previewed' in outlook.

The conclusion you might draw from this is that users must double click and open an email in a new window on order to continue down an email journey, which I find problematic as I would assume the majority of people read their emails almost exclusively in the preview.

Could someone please help to shed light on this for me?

Many Thanks,

Catherine

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Catherine_marketing 15 on at

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RE: What constitutes as an 'Open' when looking at email engagement in the CRM

Thank you so much Leah! very helpful
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Community Member Microsoft Employee on at

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RE: What constitutes as an 'Open' when looking at email engagement in the CRM

Hi Partner,

1.which of these constitute as an 'Open', both, or just the double click option?

Both.

2.I could see that users were not moving along the journey even though the emails had been opened, 'previewed' in outlook.

Have you checked Insights tab of the marketing email you are using, the 'Opens' card is null or not?

(1) If it is null, You need to check whether Outlook allows automatic downloading of images or not.

Email opened:
An email is registered as having been opened each time a recipient opens the message and allows it to load images. It works because Dynamics 365 Marketing includes an embedded link to a clear, 1x1 pixel image in each message it sends. ...Note that if a contact doesn't allow the images to load when opening a message, then no open will be recorded, ...

You can allow Outlook to download images automatically by following these easy steps:

Open Outlook.

Click “File,” then “Options.”

Click “Trust Center,” and then click “Trust Center Settings.”

Uncheck the box of options.

Or you can try to open emails in Outlook directly on the web.

(2) If it has value, You can see who opened the email and when it was opened:

Could you share screenshots about your customer journey and email insight?