Open Rate Metric

The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered.

What Does The Open Rate Metric Represent?

The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate The calculation does not take into account the send history for individual messages. Therefore, on Over Time and Date Range reports, it is possible for the rates to equal a value greater than 100% if enough messages sent on a date prior to the start of the report are included in the calculation. For example, a message was sent 100 times a previous day and 100 times on a date within the report range. The message is opened 125 times within the report range. In this case, the Open Rate on the report is 125% because the message was opened more times than it was sent.

Why Is The Open Rate Metric Important?

The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.

Tip: You can create segments based on the open rates recorded for your contacts. For more information on creating segments based on open rates stored for your contacts, see Create A Segment Based On Contact Email Open Rates.

How Is The Open Rate Metric Calculated?

(Opens/Delivered) * 100 = Open Rate

Note: Opens are representative of unique opens.