Formula
Open rate uses delivered mail, not the number you tried to send:
Open rate = unique opens / emails delivered
Bounces are already excluded when you enter delivered mail.
Assumptions
- An open is counted once per recipient.
- Delivered means the message was accepted, not merely sent.
Worked example
2,200 unique opens from 10,000 delivered emails is an open rate of 22.00%.
Input definitions
- Emails delivered
- Messages that reached an inbox, after bounces.
- Unique opens
- Recipients who opened at least once. The count cannot exceed delivered mail.
Limitations
Privacy tools can hide opens. This page does not measure clicks or purchases inside the email.
Questions
Should I use emails sent?
No. Use the delivered count so bounces do not lower the rate.
Does a repeat open count twice?
No. Enter unique opens, one per recipient.