Glossary

Email Open Rate

Email open rate is the percentage of delivered emails that are opened by recipients. It's a key indicator of subject line effectiveness, sender reputation, and audience engagement.

How to Calculate Open Rate

Open Rate = (Emails Opened ÷ Emails Delivered) × 100

Benchmarks

Average open rates range from 15-25% across industries. However, Apple's Mail Privacy Protection (introduced in 2021) inflates open rates by pre-loading tracking pixels, making this metric less reliable than it once was.

How to Improve Open Rates

  • Write compelling, curiosity-driven subject lines
  • Personalize the subject line with the recipient's name or relevant data
  • Optimize send time based on when your audience is most active
  • Keep your list clean by removing consistently unengaged contacts
  • Use a recognizable sender name that recipients trust
  • A/B test subject lines systematically
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