Metrics
Open Rate
The percentage of delivered emails that were opened by recipients.
Definition
Open rate is the percentage of delivered emails that were opened by recipients. It's calculated as (unique opens ÷ emails delivered) × 100. Note that open tracking relies on loading a tracking pixel, so actual opens may be higher than reported due to image blocking. Apple Mail Privacy Protection (MPP) further complicates open tracking by pre-fetching images.
Examples
10,000 emails delivered, 2,200 opened = 22% open rate
Pro Tip
Focus on click rates as a more reliable engagement metric than opens, especially after Apple's MPP changes.