112:
As a result, open rates are broadly rejected as an absolute measure of a commercial email's performance. However, many marketers use open rates as a relative measure, for example to compare the performances of emails sent to similar recipient groups, but at different times or with different subject
121:
The "open rate" for physical mail is difficult to quantify when compared to electronic mail, but it is extremely important to the success or failure of response-oriented mail (marketing, billing, recovery, renewals, etc.). In fact, physical mail open rates can, and should, be further segmented and
93:
The open rate for an email sent to multiple recipients is then most often calculated as the total number of “opened” emails, expressed as a percentage of the total number of emails sent or—more usually—delivered. The number delivered is itself measured as the number of emails sent out minus the
79:
The open rate of any given email can vary based on a number of variables. For example, the type of industry the email is being sent to. In addition, the day and time an email is scheduled or sent to recipients can have an effect on email open rate. The length of an email's subject line can also
134:(physical mail): The rate at which a piece of mail is opened while it is being looked at for the first time, as determined by the recipient’s conscious and sub-conscious judgments about the un-opened mail piece; this decision is often made in 3–5 seconds.
128:(physical mail): The rate at which a piece of mail is opened within 30 days, as determined by the recipient’s conscious and sub-conscious judgments about the un-opened mail piece; this decision is often made in 3–5 seconds.
108:
services and email clients block images by default, or the recipient may elect to receive text-only versions of an email. In both cases, no image call can ever be made, further reducing the accuracy of the open rate measure.
394:
39:
they send out. It is most commonly expressed as a percentage and calculated by dividing the number of email messages opened by the total number of email messages sent (excluding those that bounced.)
101:
This method leads to problems with interpretation, since the request for the tracking image gives no indication of whether the email's recipient actually viewed or read the email or its contents.
464:
137:
Though physical mail, also known as “snail mail” or direct mail, may be overshadowed by email marketing, it's still considered an important part of some business' marketing strategy.
419:
342:
262:
207:
560:
233:
390:
490:
460:
533:
508:
182:
313:
442:
23:" one for electronic mail (aka e-mail; see below) and one for physical mail (aka snail mail via the USPS or other physical mail carrier).
43:
415:
336:
256:
287:
203:
46:(ESP) also track unique email opens. Similar to an email open, unique email opens eliminate all duplicate opens that occur.
618:
368:
556:
229:
486:
338:"Calculating the Open Rate for Your E-Mail Marketing Campaign" from E-Mail Marketing For Dummies, 2nd Edition
258:"Calculating the Open Rate for Your E-Mail Marketing Campaign" from E-Mail Marketing For Dummies, 2nd Edition
64:
used to display the email requests that image, then an "open" is recorded for that email by the image's host
35:
is a measure primarily used by marketers as an indication of how many people "view" or "open" the commercial
529:
504:
178:
309:
161:
65:
446:
90:, but its continued use has become controversial due to conflicting views on its usefulness.
582:
156:
151:
87:
36:
623:
613:
95:
607:
57:
283:
61:
68:. The email will not be counted as an open until one of the following occurs:
53:
364:
52:
are typically tracked using a transparent 1x1 pixel, or small transparent
146:
105:
461:"Email Open Rates Seen Best in Morning, Clicks in Late Afternoon"
487:"Email Open Rate Woes: Why Not to be Fooled by Email Open Rate?"
583:"10 Incredible Tips To Increase Open Rates In Email Marketing"
75:
The recipient interacts with the email by clicking on a link
416:"Email Open, Click Rates Seen Lowest During Work Hours"
86:
Open rates is one of the earliest metrics applied in
16:
Rate at which electronic or physical mail are opened
204:"Email Open and Click Rates: Benchmarks and Trends"
56:, that is embedded in outgoing emails. When the
284:"Email Campaign Performance Metrics Definitions"
72:The recipient enables the images in the email or
443:"Association Email Marketing Benchmark Report"
365:"Email open rate tracking in Google Analytics"
8:
170:
467:from the original on December 20, 2012
422:from the original on December 20, 2012
290:from the original on December 19, 2012
236:from the original on November 18, 2012
210:from the original on December 16, 2012
391:"Q2 2012 Email Trends and Benchmarks"
316:from the original on January 19, 2013
310:"Email Marketing Metrics: Open Rates"
7:
536:from the original on August 27, 2012
371:from the original on January 3, 2013
80:affect whether or not it is opened.
563:from the original on April 28, 2016
230:"How to calculate email open rates"
14:
557:"Direct Mail: Alive and Kicking"
555:Steve Olenski (March 11, 2012).
530:"Snail Mail: Trash or Treasure?"
505:"What do email open rates mean?"
493:from the original on 2012-12-25.
511:from the original on 2012-08-31
397:from the original on 2013-01-02
345:from the original on 2012-12-20
265:from the original on 2012-12-20
185:from the original on 2016-11-10
1:
363:Matt Clarke (June 22, 2012).
98:generated by those emails.
640:
335:John Arnold (April 2011).
255:John Arnold (April 2011).
179:"What is email open rate?"
50:Tracking Email Open Rates
19:There are two types of "
117:Physical Mail Open Rate
44:Email Service Providers
441:Informz, Inc. (2012).
532:. January 9, 2012.
619:Online advertising
463:. March 14, 2012.
393:. September 2012.
104:In addition, many
589:. 4 February 2023
418:. July 25, 2012.
232:. June 10, 2011.
206:. July 30, 2012.
167:== References ==
84:Tracking Concerns
631:
599:
598:
596:
594:
579:
573:
572:
570:
568:
552:
546:
545:
543:
541:
526:
520:
519:
517:
516:
501:
495:
494:
483:
477:
476:
474:
472:
457:
451:
450:
445:. Archived from
438:
432:
431:
429:
427:
412:
406:
405:
403:
402:
387:
381:
380:
378:
376:
360:
354:
353:
351:
350:
332:
326:
325:
323:
321:
312:. June 5, 2012.
306:
300:
299:
297:
295:
280:
274:
273:
271:
270:
252:
246:
245:
243:
241:
226:
220:
219:
217:
215:
200:
194:
193:
191:
190:
175:
639:
638:
634:
633:
632:
630:
629:
628:
604:
603:
602:
592:
590:
581:
580:
576:
566:
564:
554:
553:
549:
539:
537:
528:
527:
523:
514:
512:
507:. August 2006.
503:
502:
498:
485:
484:
480:
470:
468:
459:
458:
454:
440:
439:
435:
425:
423:
414:
413:
409:
400:
398:
389:
388:
384:
374:
372:
362:
361:
357:
348:
346:
334:
333:
329:
319:
317:
308:
307:
303:
293:
291:
282:
281:
277:
268:
266:
254:
253:
249:
239:
237:
228:
227:
223:
213:
211:
202:
201:
197:
188:
186:
177:
176:
172:
157:Email marketing
152:E-mail tracking
143:
119:
88:email marketing
37:electronic mail
33:email open rate
29:
27:Email Open Rate
17:
12:
11:
5:
637:
635:
627:
626:
621:
616:
606:
605:
601:
600:
587:SEO Pulse Blog
574:
547:
521:
496:
478:
452:
449:on 2013-03-17.
433:
407:
382:
355:
327:
301:
275:
247:
221:
195:
169:
165:
164:
159:
154:
149:
142:
139:
118:
115:
77:
76:
73:
54:tracking image
28:
25:
15:
13:
10:
9:
6:
4:
3:
2:
636:
625:
622:
620:
617:
615:
612:
611:
609:
588:
584:
578:
575:
562:
558:
551:
548:
535:
531:
525:
522:
510:
506:
500:
497:
492:
488:
482:
479:
466:
462:
456:
453:
448:
444:
437:
434:
421:
417:
411:
408:
396:
392:
386:
383:
370:
366:
359:
356:
344:
340:
339:
331:
328:
315:
311:
305:
302:
289:
285:
279:
276:
264:
260:
259:
251:
248:
235:
231:
225:
222:
209:
205:
199:
196:
184:
180:
174:
171:
168:
163:
160:
158:
155:
153:
150:
148:
145:
144:
140:
138:
135:
133:
132:Open NOW Rate
129:
127:
123:
116:
114:
110:
107:
102:
99:
97:
91:
89:
85:
81:
74:
71:
70:
69:
67:
63:
59:
55:
51:
47:
45:
40:
38:
34:
26:
24:
22:
591:. Retrieved
586:
577:
567:September 7,
565:. Retrieved
550:
540:December 21,
538:. Retrieved
524:
513:. Retrieved
499:
481:
471:December 21,
469:. Retrieved
455:
447:the original
436:
426:December 21,
424:. Retrieved
410:
399:. Retrieved
385:
375:December 21,
373:. Retrieved
358:
347:. Retrieved
337:
330:
320:December 21,
318:. Retrieved
304:
294:December 18,
292:. Retrieved
278:
267:. Retrieved
257:
250:
240:December 21,
238:. Retrieved
224:
214:December 21,
212:. Retrieved
198:
187:. Retrieved
173:
166:
136:
131:
130:
125:
124:
120:
111:
103:
100:
92:
83:
82:
78:
49:
48:
41:
32:
30:
20:
18:
162:click rates
608:Categories
593:4 February
515:2012-12-21
401:2012-12-21
349:2012-12-21
269:2012-12-21
189:2016-11-10
94:number of
21:open rates
126:Open Rate
122:defined:
113:headers.
561:Archived
534:Archived
509:Archived
491:Archived
465:Archived
420:Archived
395:Archived
369:Archived
343:Archived
314:Archived
288:Archived
263:Archived
234:Archived
208:Archived
183:Archived
141:See also
147:Web bug
106:webmail
96:bounces
62:browser
66:server
58:client
624:Rates
614:Email
42:Some
595:2023
569:2017
542:2012
473:2012
428:2012
377:2012
322:2012
296:2012
242:2012
216:2012
31:The
60:or
610::
585:.
559:.
489:.
367:.
341:.
286:.
261:.
181:.
597:.
571:.
544:.
518:.
475:.
430:.
404:.
379:.
352:.
324:.
298:.
272:.
244:.
218:.
192:.
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.