Metrics
Open rate
The percentage of delivered emails that recipients opened, as counted by a tracking pixel. Image blocking and privacy features skew it.
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
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