Open Rate
Last updated: March 2025
Definition
Percentage of recipients who opened your email. Tracked via a tiny invisible pixel that loads when the email is viewed. Not perfectly accurate since privacy features block tracking pixels, but it's still your best proxy for whether subject lines and sender reputation are working.
Why It Matters
If nobody opens, nobody reads your pitch. Open rate is the first gate in email performance. Low open rates usually mean your subject line is weak, your sender name isn't recognized, or you're hitting spam folders. Fix this before optimizing anything else in the email.
How to Improve
- Write subject lines under 40 characters. Short lines outperform long ones in almost every test.
- Use your real name or company name as the sender. Generic addresses like 'noreply@' kill trust.
- Send when your audience is active. Test different times and days for your specific list segment.
- Clean your list regularly. Remove addresses that haven't opened in 90 days. Dead contacts tank your deliverability.