Email open rate for marketing campaigns is usually the first metric a business will look at to measure the effectiveness of their email marketing strategy.

What is open rate?

Number of Emails Opened / Number of Emails Sent
Email Open Rate

How is the open rate measured?

Email Marketing Service Providers add to each email a reference to a small image that resides on a tracking server. Every time a marketing email is opened by a customer, the image is referenced and the tracking server logs what email was opened.

Are open rates accurate?

In a word…no. Opinions on how inaccurate open tracking is vary. Now that most email providers and applications load emails by default without images open rates are becoming less and less accurate.

How to increase open rate

The best first step to increase email open rate is to increase the rate that your marketing emails are delivered to your customer’s inbox. The only way to accurately track email deliverability is by using a seed account based email deliverability service.

What is seed based tracking?

Seed based tracking services like Mail Monitor have dozens of real email accounts with various email service providers that are checked for delivery of your marketing emails. By knowing how much of your email is really delivered, you’ll find out quickly if you have a problem that is affecting your email open rate.

In the next part I’ll discuss how to interpret deliverabiltiy reporting and what to do next that will increase email open rates.

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