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Open Rate Definition

Marketing Definitions

17 Dec 2019 • 1 min read • Austin Shong

Open Rate Definition

What is an Open Rate?

Open rate definition:
open rate is an email marketing metric that shows the percentage of people who opened a brand’s email broadcast.

Open rates are calculated based on the number of people who received and opened a brand’s email.

Here is the calculation:

People who opened / People who received x 100 = Open rate %

For example…

  • DHL sends a newsletter to its 11,000 subscribers in the UK.
  • Only 10,000 of their subscribers receive it.
  • 2,500 people open the email.
  • 2,500 / 10,000 x 100
  • DHL’s email has an open rate of 25%

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