Open Rate is the percentage of delivered emails that recipients open — a basic measure of how well your subject lines and sender reputation earn attention in the inbox.
Open rate = emails opened ÷ emails delivered, as a percentage. It has long been the headline email metric because it reflects whether your subject line and deliverability are working well enough to get the message seen at all.
Privacy features (notably Apple’s Mail Privacy Protection) pre-load images and inflate reported opens, so open rate is now a directional signal, not gospel. Judge trends rather than absolute numbers, and lean more on clicks and conversions.
Click-through rate, replies and conversions tell you whether the email actually did its job. Strong open rates with weak CTR mean a tempting subject but a disappointing message. Use open rate to tune subject lines and send health; use downstream metrics to judge value.
It varies widely by industry and list quality, but many sender benchmarks fall roughly in the 20-40% range. Because privacy features now inflate opens, treat open rate as a directional signal and focus on trends rather than a single target number.
Privacy features such as Apple's Mail Privacy Protection pre-load email images, which registers as an open even when the recipient didn't engage. This inflates reported open rates, so they're best read as trends, not exact figures.
Click-through rate, replies and conversions — they show whether the email actually drove action. A high open rate with low clicks means the subject line worked but the message didn't deliver.
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