Open Rate
Table of Contents
What is open rate?
Open rate is the percentage of delivered email (or push) messages that recipients open, indicating initial engagement with a campaign.
Key points
- Formula: (Unique opens ÷ delivered messages) × 100.
- Benchmarks: B2B SaaS median is 26 % (Litmus 2025).
- Influencers: Subject line relevance, sender name, list hygiene, send‑time.
- Privacy impact: Apple MPP inflates opens; track click‑to‑open (CTOR) for truer intent.
- Trend use: A/B subject lines can lift open rate by 8–15 %.
Pro tips
- Keep subject lines ≤ 45 characters.
- Use preview text to expand the hook.
- Purge inactive contacts quarterly to protect sender reputation.
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