What is the Open Rate?
The Open Rate, in German “Öffnungsrate” is a key figure that indicates how many successfully delivered emails were opened by recipients. The figure is given as a percentage.
How is the Open Rate calculated?
In order to calculate the opening rate, it is first necessary to count how many recipients have opened the email. For example,
insert a 1 x 1 pixel transparent image or entire graphics into the mail
not visible to the recipient
The formula for calculating the opening rate is:
Open Rate = opened mails / (sent mails – undelivered mails) x 100 %.
If 100,000 e-mails were sent in an e-mail campaign, of which 10,000 could not be delivered and 900 were opened, this results in an open rate of: 900 / (100,000 – 10,000) x 100 % = 1 %.
If tracking pixels are used, the results may be incorrect. If a mail recipient has deactivated the downloading of images in his mailClient, the pixel will not be retrieved from the server and the mail will not be counted as opened.
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