Open Rate

A met­ric that mea­sures how many peo­ple looked at your email. It’s the per­cent­age of emails sent that are actu­al­ly opened, mean­ing they saw your name and sub­ject line and were inter­est­ed enough to read more. For exam­ple, if you send out a mar­ket­ing email to 100 peo­ple and 30 peo­ple open it, your open rate is 30%. (That’s actu­al­ly on the high end of the aver­age range, so well done you). 

A high open rate is good because it means the email caught peo­ple’s atten­tion, but open rate alone does­n’t tell the whole sto­ry. It could be mis­lead­ing, espe­cial­ly if not tracked over time. It is nec­es­sary to look at oth­er met­rics, like click-through rate and con­ver­sion rate, to get a bet­ter sense of how well an email cam­paign is performing.

If you’re not hap­py with your open rate, there are plen­ty of things you can do to improve it, such as A/B test­ing dif­fer­ent sub­ject lines or tweak­ing the timing.