Open Rate

The open rate shows the share of recipients who opened a sent email. It is usually calculated as the ratio of unique opens to successfully delivered messages, expressed as a percentage. It is one of the first metrics to surface after a send and a key indicator of relevance and deliverability.

How measurement works technically

Opens are usually tracked through a small invisible image in the email body that loads when the message is rendered. Recipients who block images do not show up as openers, even though they may have read the message. Apple Mail Privacy Protection preloads images, which inflates open rates without a real read action. Clean reports therefore combine opens with clicks and conversions to get a realistic picture.

Which values are typical

Typical open rates fall between ten and forty percent, depending on industry, list quality and campaign type. Newsletters with a clear fit to the audience and well kept lists score higher than broadly targeted promotions. Very high values can hint at a small, very active list, while very low values point to issues with subject line, sender or deliverability.

Open rate in JD Mail

JD Mail records opens per recipient and presents the numbers per campaign and per send variant in reporting. You see both the absolute number of openers and the percentage and can combine them with click and conversion metrics. That makes subject line tests, sender variants and send times easy to evaluate and optimise for the next campaign.