avamismäära

Avamismäära (open rate) is a metric used in email marketing to indicate the share of delivered emails that recipients open during a specified period. It is typically expressed as a percentage.

Calculation: Open rate equals the number of unique opens divided by the number of delivered emails, times 100. Unique opens are counted per recipient, across devices. Opens are usually detected via an invisible tracking pixel loaded when the email is opened; many email clients block images, which can reduce measured opens.

Limitations: Open rate does not measure engagement or conversions directly. It depends on whether the recipient’s email client loads images, and it can be affected by privacy features, bots, or prefetching by some email clients. Because different providers use different tracking methods, open rate is not always directly comparable across campaigns or platforms.

Use and interpretation: Open rate helps assess subject lines, sender reputation, and send-time effectiveness, but should be considered alongside other metrics such as click-through rate and conversion rate. To improve it, optimize the subject line and sender name, use preheader text, segment the list, test sending times, and maintain good list hygiene and deliverability practices. Also ensure proper authentication (SPF, DKIM) to improve deliverability.

Related metrics include deliverability, click-through rate (CTR), click-to-open rate (CTOR), unsubscribe rate, and bounce rate.