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In our world we talk a lot about open rates, and why it's so important to track them (you can read more about the importance of tracking open rates here). Generally speaking inbox providers and ISPs like to see a consistent 20% or better open rate in order to keep putting the email that you send to them in the inbox, and to avoid landing in the spam folder. But what is less talked about is what causes failure to opens (FTOs) and how to prevent them.
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