open rate definition

Open Rate

Definition

The percentage of people who open your marketing email. Open rate is calculated by dividing the number of emails opened by the total number of emails sent, excluding bounced messages. Many email service providers let you A/B test variables such as subject line and delivery time to help improve your open rate.

“If you want to improve your open rates, you need to test for delivery times, segmentation and personalization.”
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Resources

  1. The Smart Guide to Email Marketing Conversion
  2. 5 Email Marketing Mistakes That Are Killing Your Open Rates
  3. Email Marketing Benchmarks: Average Unique Open, Click, Bounce, and Abuse Complaint Rates