Related terms

• Open
• Opens by device
• Click-through open rate (CTOR)

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Open Rate

The email open rate is the percentage of subscribers who have opened an email in comparison to the total number of recipients who received it. Unique opens refer to those who have opened the email at least once, and total opens count all opens without considering whether it's the same subscriber opening multiple times.

How is the email open rate calculated in email marketing?

The email service automatically calculates this percentage by dividing the number of opens by the total number of delivered emails (excluding bounces) and then multiplying the result by 100. Depending on the type of open used in the calculation, you can determine the unique open rate, total open rate, and open rates by device.

What is the normal email open rate in email marketing?

As a general rule, a good open rate typically hovers around 20%, but average data can vary by industry and the type of email being sent. For example, the percentage is higher for transactional messages in online stores because they are typically anticipated notifications for the recipient, and lower for promotional campaigns by travel agencies. You can calculate the open rate through tracking pixels used to determine when an email is opened in the email client. This is why it's not as reliable in the plain text-only version. Additionally, the sender's reputation and recipient segmentation also influence this percentage.

How can I improve the open rate of my campaigns?

To encourage recipients to open your emails and thus increase the open rate, three factors should be considered:

• Sender: The sender should be familiar to the user, preferably the same sender consistently to build trust and encourage them to read your messages.
• Subject Line: The subject line should stand out and catch the recipient's attention in the inbox. It can be personalized, include emojis, and make use of the preheader to reinforce or expand on its content.
• Segmentation: When sending to a large list, the open rate is often lower compared to selecting specific types of subscribers based on their interests or previous activity.

A good practice is to review the statistics of campaigns that have had an open rate higher than the average to understand the reasons. This can also include factors like the timing of sending (hour or day) and the frequency of communication with subscribers.