Email Open Rate: A Practical Guide

Andres Ocampo

August 12, 2025

Glossary

Email Open Rate: The percentage of delivered emails that were opened by recipients.

Click-Through Rate (CTR): The percentage of recipients who clicked on a link within your email.

Revenue per Email (RPE): Total revenue generated divided by the number of emails sent.

Conversion Rate: The percentage of users who completed a desired action (like a purchase) after clicking on a link in your email.

Vanity Metric: A metric that looks good on paper but doesn’t necessarily correlate with meaningful business results.

Apple iOS 15 Update: A privacy update that prevents accurate tracking of email opens.

Tracking Pixel: A tiny, invisible image used to track when an email is opened.

What Is Email Open Rate?

Your email open rate is the percentage of subscribers who open your email. It’s a classic benchmark in email marketing, historically used to assess the strength of your subject lines, sender name, and timing.

How Do You Calculate Email Open Rate?

Use this simple formula:

Open Rate = (Emails Opened / Emails Sent) x 100

Example: If you sent 1,000 emails and 200 were opened, your open rate is 20%.

Pro Tip: Always subtract bounced emails to get a more accurate open rate. That’s known as a corrected open rate.

Are Email Opens Dead? Does Email Open Rate Still Matter?

Since Apple’s iOS 15 update, open rates have become unreliable—especially for iOS users. Apple Mail now preloads all images, including the tracking pixel, whether or not a user opens the email.

What Changed:

Before iOS 15: Opens were tracked with a 1×1 pixel that loaded only when a user opened the email.
After iOS 15: Apple preloads email content, tricking email software into logging an open whether or not it actually occurred.

This results in inflated open rates, especially for Apple users, skewing your performance analysis.

Should You Still Track Open Rates?

Short answer: yes—but with a grain of salt.

Open Rates Still Offer:

Directional data
Subject line testing insights
Send time experiments

Open Rates Can’t Offer:

Real engagement metrics
Accurate read-time data
Purchase or click intent

If your list is mostly Android or desktop users, open rate may still offer some value. But if your list skews iOS, deprioritize opens in favor of better metrics.

Why Click-Through Rate (CTR) Matters More

The ultimate question isn’t “Did they open?”—it’s “Did they take action?”

CTR Gives You:

Accurate engagement data
A true sense of content performance
Insight into user interest

What to Track Instead:

Metric	What It Measures	Why It Matters
Click-Through Rate	% who clicked a link in the email	Core engagement metric
Revenue per Email	Revenue / Emails Sent	Profitability of your email marketing
Conversion Rate	% who purchased after clicking	Measures your email funnel effectiveness
Click-to-Open Rate	Clicks / Opens	Indicates how compelling your content is

Bonus: How to Improve CTR

Stronger CTAs: Use direct, benefit-driven language.
Test Layouts: A/B test designs, buttons, and link placements.
Segmentation: Send more relevant content based on behavior.
Personalization: Address recipients by name and use dynamic content.
Mobile Optimization: Ensure your emails look great on all devices.

Final Thoughts: Grieve Opens, Focus on Clicks

Email opens were once the go-to metric—but with privacy updates, they no longer hold the weight they used to.

Instead of obsessing over opens, focus on clicks, conversions, and revenue.

If your emails are driving action, you’re winning.

Suggestions for Enhancing the Post

Add Visuals:

Bar graph comparing pre-iOS 15 vs. post-iOS 15 open rates
Flow chart of email engagement funnel (Open → Click → Convert)
Heatmap example showing click distribution within an email

Add Downloadable Content:

“Email Metrics Cheat Sheet” PDF
A/B Testing Checklist Template

Add an Embedded Table:

Metric	Good Benchmark (Retail)
Open Rate	18% – 25%
CTR	2% – 5%
Conversion	1% – 3%
Bounce Rate	<2%

Frequently Asked Questions (FAQ)

Q1: Should I stop tracking email open rates entirely? No, but treat them as secondary to CTR and conversions. They can still offer value for subject line testing.

Q2: How can I test subject lines now that opens are unreliable? Segment by device (iOS vs. Android) and isolate non-iOS opens for cleaner tests.

Q3: What’s a good CTR for eCommerce emails? 2-5% is solid, though some high-performing campaigns can hit 7-10%.

Q4: Can I improve CTR without redesigning my entire email? Yes. Tweak headlines, CTA button color and text, or test different images.

Q5: Is click-to-open rate better than open rate? Yes. It shows how many people clicked relative to how many opened—indicating content relevance.

Q6: How do I optimize for revenue per email? Send more targeted content, increase AOV with bundles, and test discount thresholds.

Need help implementing this?

Let us take the hassle of managing your email marketing channel off your hands. Book a strategy call with our team today and see how we can scale your revenue, customer retention, and lifetime value with tailored strategies. Click here to get started.

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We’ll audit your account for free. Discover hidden opportunities to boost your revenue, and find out what you’re doing right and what could be done better. Click here to claim your free Klaviyo audit.

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Glossary Term Definition AOV (Average Order Value) Average revenue generated per order. Bounce Rate Percentage of users who leave the site without any interaction. Add-to-Cart Rate Percentage of users who add at least one item to their cart. Cart Abandonment Rate Percentage of shoppers who add products to their cart but do not complete the […]

Andres Ocampo

August 12, 2025

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Multi-Channel eCommerce: The Key to Growing Your Online Business

Glossary Term Definition Multi-Channel eCommerce Selling products across more than one digital platform (e.g., Amazon, Instagram, and your website). Omnichannel An integrated sales approach that provides customers with a seamless experience across online and in-store environments. Inventory Management System (IMS) A tool used to track inventory levels, orders, and sales across all platforms. Channel Diversification […]

Andres Ocampo

August 12, 2025

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Understanding eCommerce Conversion Rate & Optimization

Glossary Term Definition CRO (Conversion Rate Optimization) The practice of increasing the percentage of visitors who take a desired action on a website. Conversion Rate The ratio of conversions (sales, signups, etc.) to total site visitors, expressed as a percentage. Rage Click When users repeatedly click a non-functional or confusing element due to frustration. Heatmap […]

Andres Ocampo

August 12, 2025

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How to Optimize Your eCommerce Website for More Conversions

Glossary Term Definition CRO (Conversion Rate Optimization) The practice of improving the percentage of website visitors who complete a desired action like purchase or sign-up. AOV (Average Order Value) The average amount spent each time a customer places an order. Bounce Rate The percentage of visitors who leave your site without clicking or taking any […]

Andres Ocampo

August 12, 2025

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Top 3 eCommerce and Digital Marketing Trends for 2025

Glossary Term Definition DKIM, SPF, DMARC Email authentication protocols that prevent spoofing and ensure deliverability. CDP (Customer Data Platform) Software that consolidates and unifies customer data from multiple sources. Hyper-Personalization Real-time, data-driven customization of marketing messages at the individual level. Deliverability The ability of an email to reach the recipient’s inbox without bouncing or being […]

Andres Ocampo

August 12, 2025

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Optimizing Your Email Marketing Strategy: A/B Testing Explained

Glossary Term Definition A/B Testing (Split Testing) Comparing two versions of an email to see which performs better. CTR (Click-Through Rate) The percentage of recipients who clicked a link within the email. Conversion Rate The percentage of users who completed a desired action after clicking an email link. CTA (Call to Action) A prompt that […]

Andres Ocampo

August 12, 2025

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35 Eye-Opening Email Marketing Stats You Need to Know

Glossary Term Definition CTR (Click-Through Rate) The percentage of email recipients who click a link within the email. Open Rate The percentage of emails opened compared to those delivered. Personalization Customizing content based on subscriber behavior, interests, or demographics. Segmentation Dividing your email list into subgroups based on data to send targeted messages. Abandoned Cart […]

Andres Ocampo

August 12, 2025

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7 Email Marketing Tips to Boost Your SEO

Glossary Term Definition Email Marketing A direct marketing channel that uses emails to engage, convert, and retain an audience. SEO (Search Engine Optimization) The practice of increasing website visibility in organic search results using keyword strategies, content creation, and technical improvements. Backlinks Inbound links from external websites that point to your site, helping improve authority […]

Andres Ocampo

August 12, 2025

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11 Common Email Marketing Mistakes That Are Tanking Your Conversions (And How to Fix Them)

Glossary Term Definition A/B Testing A method of comparing two versions of an email to determine which performs better. CTA (Call to Action) A prompt in your email that tells the reader what to do next (e.g., “Shop Now”). Dark Mode A display setting where background colors are dark and text is light; increasingly common […]

Andres Ocampo

August 12, 2025

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Strategic SEO Tips for Email Marketing: Boost Engagement and ROI

Glossary Term Definition Email Marketing A direct marketing channel using email to promote products or services and nurture relationships. SEO (Search Engine Optimization) The practice of improving a website’s visibility in organic search results through keyword optimization, content structure, and technical performance. CTR (Click-Through Rate) The percentage of email recipients who click on a link […]

Andres Ocampo

August 12, 2025

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How to Measure and Increase Email Marketing ROI (Plus Templates That Convert!)

Glossary Term Definition ROI (Return on Investment) A measure of the profitability of an investment, calculated by comparing revenue to cost. Welcome Series A sequence of emails sent automatically to new subscribers to introduce the brand and encourage a first purchase. Segmentation Dividing your email list based on customer data like behavior, demographics, or engagement. […]

Andres Ocampo

August 12, 2025

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Do Lifecycle Email Campaigns Really Drive Conversions? Here’s What We Found

Glossary Term Definition Lifecycle Emails Automated or manual campaigns designed to target customers based on their stage in the customer journey. One-Time Buyer A customer who has purchased once but has not returned or subscribed. Lapsed Customer A previously active buyer or subscriber who has not engaged or purchased within a defined period. AOV (Average […]

Andres Ocampo

August 12, 2025

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How to Use Remailing in Your Email Marketing Strategy

Glossary Term Definition Remailing The practice of resending a modified version of an email campaign to subscribers who didn’t engage with the original send. Click-Through Rate (CTR) The percentage of recipients who clicked a link in your email. Open Rate The percentage of recipients who opened your email. AI Optimization Use of artificial intelligence to […]

Andres Ocampo

August 12, 2025

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B2B Email Marketing: Building Relationships and Converting Leads

B2B Email Marketing is a powerful tool to strengthen relationships, generate quality leads, and drive business growth through targeted email campaigns. Glossary of Key Terms Term Definition B2B (Business-to-Business) Marketing between businesses (not consumers). Often involves longer sales cycles and multiple decision-makers. MQL (Marketing Qualified Lead) A lead who has shown interest but is not […]

Andres Ocampo

August 12, 2025

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Core Email Marketing Flows: 2025 Essentials for Shopify

Glossary Term Definition Email Flow A series of automated emails triggered by customer behavior or actions. Campaign A one-time email sent to a specific list or segment, typically for promotions or updates. AOV (Average Order Value) The average amount spent each time a customer places an order. LTV (Customer Lifetime Value) The total revenue a […]

Andres Ocampo

August 12, 2025

All

Top 5 Revenue-Generating Email Marketing Journeys (Straight from a Klaviyo Partner Agency)

Glossary Term Definition Email Journey / Flow A pre-scheduled sequence of emails triggered by user behavior or timing. Segmentation Grouping subscribers based on shared behaviors, interests, or attributes. Dynamic Blocks Custom email content that automatically changes based on subscriber data. LTV (Lifetime Value) A metric measuring the total revenue a customer generates throughout their relationship […]

Andres Ocampo

August 12, 2025

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The Long and the Short of It: Getting to “Yes” with Email Marketing

Glossary of Key Terms ✅ Short-Term Leads: Prospects ready to purchase soon with minimal persuasion. ✅ Long-Term Leads: Prospects that need nurturing, trust-building, and time before they convert. ✅ Abandoned Cart Email: Automated emails sent to users who add items to cart but do not purchase. ✅ Welcome Series: A set of introductory emails triggered […]

Andres Ocampo

August 12, 2025

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10 Email Marketing KPIs Every Marketer Needs to Know

Glossary of Email Marketing KPIs Term Definition Open Rate (OR) The percentage of delivered emails that were opened by recipients. Click Rate (CR) Percentage of delivered emails where any link was clicked. Click-Through Rate (CTR) Percentage of opened emails where links were clicked. Revenue Per Recipient (RPR) Total revenue generated divided by the number of […]

Andres Ocampo

August 12, 2025

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3 Steps to Spring Clean Your Email Marketing Platform

📚 Glossary Term Definition Email List Hygiene The practice of removing unengaged, inactive, or invalid subscribers to improve email performance. Segmentation Dividing your email list into targeted groups based on behavior, interests, or demographics. Email Flow (Automation) A series of automated emails triggered by customer behavior or specific timing rules. Re-engagement Campaign A flow or […]

Andres Ocampo

August 12, 2025

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How to Use Artificial Intelligence (AI) in Email Marketing in 2024

Glossary of AI Email Marketing Terms Term Definition AI (Artificial Intelligence) The simulation of human intelligence by machines to automate decisions and actions. NLG (Natural Language Generation) AI technology that creates written content using data and training models. Predictive Analytics AI-driven forecasts of customer behavior like purchase timing or churn risk. Smart Send Time AI-calculated […]

Andres Ocampo

August 12, 2025

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How To Create Marketing Emails That Engage Your Audience and Get Results

Glossary of Key Email Marketing Design Terms Term Definition Brand Identity The visual and tonal style that defines how a company is recognized across communication channels. Buyer Persona A detailed description of a brand’s ideal customer, including interests, behavior, and pain points. Mobile-First Design The approach of designing emails with the mobile user as the […]

Andres Ocampo

August 12, 2025

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Why SMS is the Perfect Addition to Any Marketing Mix

SMS Marketing Terminology Term Definition SMS Short Message Service – 160-character text messages sent to mobile devices MMS Multimedia Messaging Service – Texts that include images, videos, or audio 2FA Two-Factor Authentication – Adds security by sending login verification via SMS Click-Through Rate (CTR) The % of users who click a link inside your message […]

Andres Ocampo

August 12, 2025

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Why Personalization is Critical for eCommerce Growth

Glossary of Personalization Terms Why Personalization is a Non-Negotiable in eCommerce We live in a hyper-curated world. Spotify builds your playlist. Netflix serves your next binge. Amazon remembers your last order. This isn’t just convenience—it’s table stakes. In eCommerce, personalization is no longer a luxury—it’s a requirement. Shoppers expect brands to remember their preferences, recommend […]

Andres Ocampo

August 12, 2025

All

How to Grow Your Startup’s Email List: Lessons from Daycation

Glossary Term Definition Email List Building The process of growing a database of subscriber emails, typically for marketing, nurturing, and customer acquisition purposes. Lead Magnet A valuable incentive (e.g., discount, freebie, download) offered in exchange for a user’s email address. Landing Page A dedicated standalone web page created to achieve a specific goal, such as […]

Andres Ocampo

August 12, 2025

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How We Achieved a 27% Winback Rate with a Smart Email Strategy for Dumpling

Glossary Why This Case Study Matters Email marketing is still the undisputed ROI king—delivering $36+ for every $1 spent—but only when emails are seen, opened, and acted on. For growth-stage apps like Dumpling, user acquisition is only half the battle. True scale comes from activation and retention. That’s where email comes in. Dumpling wasn’t just […]

Andres Ocampo

August 12, 2025

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The Hidden Pitfalls of Email Marketing: Blacklists and Spam Traps

Glossary Term Definition Blacklist A list of IPs or domains flagged for sending spam; getting blacklisted severely damages your email deliverability. Spam Trap Fake or dormant email addresses used to catch bad senders; emailing them harms your sender reputation. Pristine Spam Trap A spam trap email address that has never belonged to a real person […]

Andres Ocampo

August 12, 2025

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The iOS18 Mail Update: What Marketers Need to Know

Glossary Term Definition iOS 18 Apple’s newest software update with big changes to how email works and looks. Priority Messages A feature that pushes urgent or important emails to the top of the inbox. Digest View Groups emails by who sent them and whether they’ve been read, for a cleaner inbox. Auto Categorization Like Gmail […]

Andres Ocampo

August 12, 2025

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Supercharging Customer Journey Automations with Email Touchpoints

Glossary Term Definition Customer Journey All the steps someone takes with your brand—from first discovery to becoming a loyal customer. Email Flow / Automation A set of emails triggered by actions like signups or purchases, sent automatically. Data Capture Collecting info like emails, phone numbers, or preferences through forms and popups. Welcome Series A set […]

Andres Ocampo

August 12, 2025

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Why Your Abandoned Cart Series Needs More Than One Email

Glossary Term Definition Abandoned Cart When a shopper adds items to their cart but leaves without completing the purchase. Abandoned Cart Flow A series of emails or SMS sent after cart abandonment to recover the sale. UGC (User-Generated Content) Photos, reviews, or videos created by customers that brands use in marketing. Dynamic Discount Code A […]

Andres Ocampo

August 12, 2025

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13 Simple Design Hacks Using Klaviyo Email Marketing & Shopify

Glossary of Key Terms Term Definition Klaviyo Campaigns One-time promotional emails sent to a list or segment in Klaviyo. CTA (Call to Action) A prompt that directs the reader to take an action, such as clicking a button or link. Dynamic Coupon A unique discount code generated for each subscriber via Klaviyo. Personalization Token Dynamic […]

Andres Ocampo

August 12, 2025

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Tactic	Strategy
✅ Front-load urgency	Use action words like “Today only,” “Limited,” “Your order is waiting”
✅ Subject line clarity	Be specific. Skip vague copy like “Here’s something for you…”
✅ Content relevance	Only send what the subscriber actually cares about. Personalize.