Open rate: Are your emails being opened?
If the email was successfully delivered, the next hurdle is that the email is also opened. The open rate describes the proportion of delivered emails that were opened at least once. A distinction can be made between one-time opens (unique open rate) and multiple opens (total open rate). While the unique open rate only counts one opening per recipient, the total open rate includes all openings of the email (including multiple openings by individual recipients).
Since you can use this metric to find out whether your recipients open your email or whether it ends up in the trash without being seen, you gain valuable information about whether your content is of interest and whether the subject line was chosen in an appealing way.
According to OMT, the open rate should be between 20 and 25%.² The value can depend on various factors, such as the industry, the subject line, the sender’s address, the sending time or the sending frequency.