Total Opens Metric

The total opens metric represents the total opens recorded for a particular message, delivery, A/B split test, automated message rule, or delivery group.

What Does The Total Opens Metric Represent?

The total opens metric represents the total number of opens recorded for a particular message, delivery, A/B split test, automated message rule, or delivery group. If contact Alex Example opens an email you sent them 5 times, and contact Jayne Example opens an email you sent them 10 times, then 15 would be recorded for the total opens metric.
Note: The total opens metric is not the same thing as the opens metrics (which records unique opens). For more information on the opens metric, see Opens Metric.

Why Is The Total Opens Metric Important?

The total opens metric, similar to opens, is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

Tip: Because total opens are recorded each time an open occurs, this could indicate a high level of interest (i.e. repeat opens), but it is difficult to say for sure. You can get a better idea of contact engagement by seeing what happens after a contact opens your email. In other words, you should have a look at clicks and conversions.

How Is The Total Opens Metric Calculated?

The total opens metric is a total of all times an open was recorded for a particular message, delivery, A/B split test, automated message rule, or delivery groups