Glossary

Email marketing terms

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Average Open Rate

An average open rate is a measure of how many email recipients open an email as compared to the total number of emails delivered within a campaign. You can typically access this metric through your ESP’s reporting. Otherwise, to determine an email open rate, first, subtract the total bounced emails from the total emails delivered. Then divide that number by the total emails opened.  An average email open rate can vary based on the targeted audience’s industry; however, a generally accepted measure email campaign success open rate percentage is 15%-25%.

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