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Open rate is the percentage of email recipients who open an email campaign. It's calculated by dividing the number of unique opens by the number of delivered emails, then multiplying by 100. Open rates are a key indicator of subject line effectiveness and sender reputation.
Open rates indicate how well your subject lines resonate with your audience and how strong your sender reputation is. Low open rates suggest your emails aren't compelling enough to open, or worse, they may be landing in spam folders. However, open rates should be viewed alongside other metrics - a high open rate with low clicks may indicate misleading subject lines.
Open rate is calculated using the formula: (Unique Opens ÷ Emails Delivered) × 100. Most email service providers track opens by embedding an invisible 1x1 pixel image in emails. When a recipient opens the email and loads images, the pixel fires and registers as an open. Note that this tracking method has limitations - it won't register opens when images are blocked.
The average email open rate across industries is 20-25%. However, rates vary significantly by industry - B2B emails often see 15-20%, while retail may see 25-30%. Focus on improving your own benchmarks rather than comparing to industry averages.
Declining open rates typically indicate list fatigue (sending too often), declining list quality (stale addresses), or deliverability issues. Check your bounce rates, spam complaints, and consider re-engaging or removing inactive subscribers.
Apple's Mail Privacy Protection (MPP), introduced in iOS 15, pre-loads email pixels for Apple Mail users, artificially inflating open rates. This affects roughly 50% of email opens. Focus more on click rates and conversions for accurate engagement measurement.
Indirectly, yes. Email verification removes invalid addresses that would bounce, improving your sender reputation. A better sender reputation means better inbox placement, which leads to more opportunities for recipients to see and open your emails.
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