Open rate

Opens are counted with a tiny image. Some mail apps load images in advance, so opens can be counted when nobody read the message, and blocked images hide real ones. Use it to compare your own sends over time, not as an exact figure.

Invalid addresses never open, so they pull the rate down. Cleaning the list makes the rate describe real recipients.

• Email metrics
• Image blocking
• Click-to-open rate (CTOR)
• Verify a list
• Topic: Email marketing
• All terms