Email
Open Rate
The percentage of recipients who opened your email.
Open rate is the percentage of delivered emails that recipients opened, calculated as `opens / delivered × 100`. The classic top-of-funnel email metric.
Open rates have been muddier since Apple Mail Privacy Protection (iOS 15+) and Gmail proxy fetching auto-fetch images, registering as opens whether the user opened the email or not. iOS Mail "opens" can be 30-40% of your list every send regardless of subject line.
Modern email teams supplement open rate with active-open proxies: clickthrough rate, scroll depth (via beacon images), and conversion. A 50% open rate with a 0.1% CTR is a worse email than a 30% open rate with a 4% CTR.
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