Glossary · Email and SMS
Email Open Rate
The percentage of delivered emails that recipients open. Open Rate = (Unique Opens / Delivered Emails) × 100.
How it works
Note: open rate tracking has become less reliable since Apple Mail Privacy Protection (MPP) in 2021, which artificially inflates open rates for Apple Mail users by pre-loading tracking pixels. True open rates are now estimated 10-20% lower than reported for brands with significant Apple Mail audiences. Use click rate and conversion rate as primary email performance indicators. D2C benchmark: 25-35% open rate for flows, 20-30% for campaigns when including MPP inflation.