What Email Open Rate is: the rate at which your email audience opens your emails, calculated by taking the number of recipients of your emails, and dividing that by the total number of recipients who open your email.
What Email Open Rate is not: a completely accurate measurement. (Open rates are usually measured by using tracking images embedded in the emails you send out, but if your recipient’s email client isn’t set up to display images, you may not get a recording of an open, even if the recipient did open the email.)
Why we care about Email Open Rate: Although it’s a little bit of a controversial measure of email success, Email Open Rate is still important for measurement, especially as a relative measurement between a control email and a test email.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.