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Open Rate
from Email Marketing
Metrics type
Units of measure
Percent / Ratio
More - better
Check frequency
The percentage of total recipients (successful deliveries) who opened the email campaign.
Why it is important
Open Rate is a key metric indicating the effectiveness of an email campaign. Monitoring this percentage provides insights into audience engagement and the relevance of content.

A higher open rate signifies successful communication, guiding marketers to optimize subject lines, content, and timing for enhanced campaign performance and improved overall user experience.
(Opened / Successful deliveries) * 100
Calculation example
Suppose you sent an email campaign to 500 subscribers, and 100 of them opened it.

The Open Rate would be (100 / 500) * 100 = 20%
Affected metrics
Affecting metrics
Subscriber Feedback Score
Connecting metrics
Email List Health Score

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Suggested slices for dashboards
by Email Subject Lines
by Day of the Week
by Subscriber Segmentation
by Device Type
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the open rate metric reflect the level of engagement and interest among the email audience?
2. What factors influence the open rate, and how can they be optimized to improve overall campaign performance?
3. Are there differences in open rates based on the type of email content or the purpose of the campaign?
4. How can A/B testing be leveraged to identify strategies for increasing the open rate?
5. What role does the email subject line play in driving variations in open rates across different campaigns?
6. Can the open rate metric be used as a predictor of overall campaign success and audience satisfaction?
7. How does the open rate compare to industry benchmarks, and what insights can be gained from benchmarking?
Possible causes of worsening
Poor Email Subject Lines
Subject lines that fail to capture attention or are misleading may discourage recipients from opening the email, leading to a decrease in the open rate.

Unengaging Preview Text
Preview text is often visible before opening an email. If it fails to entice recipients, they may decide not to open the email, impacting the overall open rate.

Explore more causes in full version of JetMetrics Lite
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
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