Email Open Rate (EOR) measures the percentage of recipients that open a sent email.
This metric reveals the initial impact of an email campaign and hints at subject line quality, sender deliverability, and an email's relevance to an audience. It's useful for measuring interest in product updates and as an early signal for A/B testing different email strategies.
Number of Emails Opened / Number of Emails Delivered x 100
To calculate EOR, divide the number of emails opened by the number of emails delivered, then multiply the result by 100.
Segment data to identify patterns across different audiences and content types. Attention to factors like send time optimisation and mobile-friendliness can improve EOR. Take technicals steps, such as setting up DMARC and SPF, to increase deliverability and open rates. The ROI in increasing EOR can be significant – a 50% increase in EOR could increase outbound sales revenue by 50%.
EOR shouldn't be considered in isolation. While it indicates engagement, it's important not to overlook metrics like Click-Through Rate (CTR) and Conversions, which are better gauges of whether a campaign resonates with an audience.