What is Open rate?

What is Open rate?

Open rate is the share of delivered emails that get opened, measured by an invisible tracking image that loads when the email is displayed. If 5,000 emails are delivered and 1,100 register an open, the open rate is 22 percent.

Treat it as a directional signal rather than an exact count: privacy features like Apple Mail Privacy Protection preload images and inflate opens, while image-blocking suppresses them. It remains useful for comparing your own campaigns over time and for A/B testing subject lines, where the relative difference matters more than the absolute figure.

Why it matters

Opens are the top of the email funnel: nothing else, no click, no reply, no sale, happens if the email is never opened. A falling open rate is also the earliest warning of deliverability trouble or audience fatigue, visible weeks before revenue feels it.

How it works in Medivot

Medivot tracks opens per recipient on every campaign and automation email, so you can compare subject lines, watch engagement trends per segment, and build A/B tests where the winning subject line is chosen automatically from real opens. Open events land on the contact timeline, where they feed lead scoring and segments.

Related terms

• Click-through rate (CTR): The percentage of email recipients who clicked a link, the clearest signal that your content made someone act.
• Email deliverability: Whether your emails actually reach the inbox instead of the spam folder or being rejected, decided by your sender reputation, authentication and list hygiene.
• Email marketing: Sending commercial messages to people who gave you their email address: newsletters, offers, onboarding and follow-up, to an audience you own.
• A/B testing: Comparing two versions of a page or email against each other with real traffic, keeping the one that measurably performs better.