What Is Email Open Rate?
Definition
The open rate refers to the percentage of people who opened your email. Email marketers use this metric as a quick way to see if their emails are working or not, marketing-wise. A high open rate shows that you’re able to attract your recipients’ attention. This could be through your subject line, timing, or even just the sender name.
Example
One example where we can see this in action is during campaigns. Let’s say you sent an email to 1,000 people. If 200 people open it, 20% is your open rate. Consequently, this means that 20% of recipients found your email interesting enough to be clicked. This is a good way to gauge if your message landed successfully or not.
How Is Open Rate Calculated?
To calculate your open rate, use this formula.
Open Rate = (Number of Emails Opened ÷ Number of Emails Delivered) × 100
Open Rate Limitations
Despite its usefulness, the open rate does have its limits. The metric only tracks opens if images in the email load. If a recipient blocks images or views the email without enabling images, the open won’t register.
Another limitation is auto-opens, which may happen when certain email programs or apps open emails automatically. Auto-opens can skew the numbers. They can inflate open rates, making it appear that more recipients are engaging than they actually are.
Factors Influencing Open Rate
Several factors impact your open rate:
- Subject line. This is often the first thing seen by your recipient. If it’s clear and engaging, viewers are more likely to open the email. Contrastingly, if it’s vague, not only will it remain unopened, but it can also be deemed spammy.
- Sender name. Recognizable sender names build trust. Recipients are more likely to open emails from names they know, so make sure you improve your branding, too.
- Timing. The timing of your email matters. Sending emails when recipients are most likely to check their inboxes can improve your open rate.
- Relevance. Relevant content draws more attention. Emails that speak to their recipient’s interests and needs are more likely to be opened.
- Frequency. Sending emails too often can lead to lower engagement. Finding the right balance helps keep open rates strong without overwhelming subscribers.
Open rate offers valuable insights into how well your emails are connecting with your audience. While it has limitations, understanding open rate trends can guide future strategies for better results.
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