is the number of views. Multiple views by the same reader are included. An "Open" can occur even when the the email appears in a Preview Window. see Unique Open Rate
The open rate for an email message is the number of messages opened divided by the number of messages sent. Open rates are only counted for HTML (see definition) messages or those with PDF or other attachments that need to be opened to be read. The images that are to be used within an HTML message are stored on a server. Within an HTML email message, there is an embedded image reference that is invisible to the recipient. When the message is opened, the image reference calls the Web server to load the images. A script is executed on the server that records the activity, and this is how tracking software counts the number of opened messages. Some software packages identify the recipient and will only count the recipient's activity once; others will count every time the images are called from the server, even if the same recipient is opening the message more than once. There is no mechanism for counting the open rate for text messages because there are no images to recall.
The percentage of messages delivered in an HTML format that are confirmed as having been opened by the recipient.
The percentage of sent e-mails that were actually opened by recipients.
The percentage of recipients detected to have opened a given email message. Note that due to technological limitations and restrictions of certain email providers, some recipients may not be able to have their opens detected, including those receiving plain text emails and those whose mail programs disable the display of images within HTML messages.
The number of receivers that actually open the message you send. The email software can track this figure only for HTML messages.
Also known as read rate. This is the rate of e-mails opened in any given e-mail marketing campaign and the percentage against the total number of e-mails sent.
Total number of times that recipients opened the e-mail messages in HTML format (excludes plaintext e-mails) vs. the number of e-mail that were delivered.
The percentage of e-mails opened in any given e-mail marketing campaign, or the percentage opened of the total number of e-mails sent.
The number of emails opened divided by the total number of emails delivered (multiply this number by 100 to express the result as a percentage).
Number of emails opened by recipients, expressed as a percentage of total emails sent.
A special tag is embedded within the HTML version of an email which keeps a record each time a unique email is opened/viewed. This type of tracking is not available for AOL and Text versions because these emails are not formatted using HTML. Therefore, this value is determined using the following: number of emails that have been opened divided by the number of html/text emails that have been sent.
The number of HTML message recipients who opened your email, usually as a percentage of the total number of emails sent. The open rate is considered a key metric for judging an email campaign's success, but it has several problems. The rate indicates only the number of emails opened from the total amount sent, not just those that were actually delivered. Opens also can't be calculated on text emails. Also, some email clients also users to scan message content without actually opening the message, which is falsely calculated as an open. See preview pane.
this term describes the number of recipients who actually opened your email. Remember Open Rate does not equal Readership.
The number of HTML message recipients who opened your e-mail as a percentage of the total number of e-mails sent.
The percentage of recipients who actually open (or view) your email. Return to the Library You are welcome to use this article on your web site, in your e-zine, or in a printed newsletter. Click here for guidelines.
The "open rate" for a bulk email delivery indicates how many people open the email message. The number usually is expressed as a percentage of recipients. Open rates vary from one kind of email to another, with opt-in email newsletters generally producing higher open rates than unsolicited email messages. Open rates can be measured most reliably only in HTML-format email, which uses graphics housed at a Web site. When a recipient opens the message, it calls up an image from the remote server. The sender's list-management software counts the number of times this image is called and measures it against the total number of delivered email. For most accurate results, the software should be configured to count "unique opens" only, or count only one open per message, regardless of how often the recipient opens the message after the first time.
E-mail open rate measures the ratio of e-mails "opened" to the number sent or "delivered." The ratio is calculated in various ways, the most popular is: e-mails delivered (sent - hard bounces) /unique opens.