One question I keep getting from my clients is... "What do the Total opens actually reference? Why would one recipient open our campaign 50-60 times in one day?"
I have noticed similar reporting in some of my/our own campaigns. One recent campaign was apparently opened 47 times by the same individual within a 6 hour period. Furthermore the same individual opened the same campaign 17 times within a 5 minute period. And further still, opened 7 times with the span of 1 minute.
1. How are the opens being tracked? i.e. what is considered as an open?
2. Why or even how is this possible (assuming the recipient is not insane) within a such a short time frame?
Check out http://help.campaignmonitor.com/topic.aspx?t=89 for more details about how opens are tracked, and which ones cannot be tracked.
The most likely answer is that subscriber forwarding the email on to a bunch of other people. Each one of those people opening it would appear as an additional open for the original subscriber.
Something else that causes multiple opens as you state is if the user is using a preview pane in their email reader. For example, if you have Outlook set to use the preview pane and also have your incoming email sorted from newest to oldest, If I open an email received after the newsletter then delete it, the newsletter will show up in the preview again and cause an additional open to be counted.
Sorry for the delay in replying.
Thanks for the insight. Both replies are very helpful.