What is an Open Rate?
The open rate percentage is the total number of emails opened divided by the total number of emails delivered. Many email programs have preview panes that allow emails to be viewed and read without openings them. The preview pane also blocks images and scripts. Additionally, default settings prevent data collection in an effort to avoid viruses. An acceptable open rate is approximately 20% or higher, depending on the nature of the email content. The open rate depends on variable preloaded single-pixel gifs.