Email open rate calculator
Open rates have been unreliable since Apple Mail Privacy Protection began pre-loading tracking pixels in 2021. Treat opens as directional and judge campaigns on clicks and revenue.
Open rate is unique opens divided by delivered emails, not by emails sent. Three thousand nine hundred and twenty opens from 9,800 delivered is 40%. Bounces must come out of the denominator or every rate is understated.
How to calculate email rates
Since Apple Mail Privacy Protection started pre-loading images for a large share of recipients, open rates have been inflated by an unknown and shifting amount. A jump in opens can now mean nothing more than a change in the mix of mail clients on your list. Click-to-open rate — clicks divided by opens — inherits the same contamination in its denominator, so the two genuinely reliable numbers left are click rate against delivered, and revenue per email sent.
Questions
Delivered. Including bounces in the denominator understates every rate.