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

What is an Email Open Rate?

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

How is Email Open Rate Measured?

Email Marketing Service Providers add a reference to a small image on each email 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 or accurate open tracking is vary depending on who you ask. 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 rates 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 MailMonitor have dozens of real email accounts with various email service providers that are checked for delivery of your marketing emails. By knowing how many of your emails are 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 deliverability reporting and what to do next that will increase email open rates.

Email Pro Tips.

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