Open rate is a vital email marketing metric showing the percentage of recipients who opened a given email.
In the realm of e-commerce and e-mail marketing, open rate is a key performance indicator that businesses use to measure the success, effectiveness, and reach of their e-mail campaigns. The open rate of an email campaign is the percentage representation of the number of recipients who opened or viewed a particular email against the total number of emails sent out.
Open Rate = (Number of email messages opened / Number of email messages sent) x 100
The open rate serves as a vital benchmark for your email campaigns as it provides insights into the effectiveness of your subject lines and the timing of your emails. A high open rate typically indicates that your subject lines are compelling and prompt subscribers to click on your email.
Open rate influences various other e-commerce metrics. For instance, a high open rate could lead to a higher click-through rate (CTR), which can ultimately increase conversion rates. However, this is contingent on the quality of the email content. If the recipient opens the email but finds irrelevant content, they are unlikely to click or convert.