Open rate is the percentage of delivered emails that were opened. It used to be the main email metric, but privacy changes have made it less reliable.
How it is measured
Email tools add a tiny invisible image. When it loads, the email counts as opened. Calculate it with our email metrics calculator.
Why it is less accurate
- Apple Mail Privacy Protection loads images automatically, counting opens that may not be real.
- Some email apps block images, so real opens are missed.
- Security scanners may “open” emails in business inboxes.
What to use it for
- Comparing subject lines in A/B tests, roughly.
- Spotting sudden drops that may signal deliverability problems.
Better metrics
- Click rate: clicks show real interest.
- Replies for service businesses.
- Conversions: bookings, purchases, enquiries.
- Revenue per email for stores.
Improving opens anyway
- Clear, specific subject lines; test them with our subject line checker.
- A recognisable sender name.
- Good preheader text.
- Clean, engaged lists.
Read how to improve click rates.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
