Result
Open rate
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This calculation is for informational purposes only and does not replace advice from a qualified professional. Formulas and rates may not fit your exact situation — double-check the figures before making decisions.
How it is calculated
Open rate = number of opens ÷ number of delivered emails × 100%. The denominator is delivered emails, not sent ones: addresses that bounced could never have been opened, and including them artificially understates the rate.
Modern email clients (notably automatic privacy protection in some services) can pre-fetch images in an email without the user actually opening it — this inflates open rate unpredictably and depends on which email service the audience uses. Because of that, the absolute open rate figure should be treated with some caution.
Open rate is more useful tracked over time for the same campaign — a rise or fall against your own past numbers says more than comparing against someone else's "industry average," which is heavily skewed by audience composition and email service mix.