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The percentage of email recipients who open a specific email, used to measure the effectiveness of subject lines and sender reputation.
Average open rates vary by industry - typically 20–25% for most B2B and B2C emails. Factors that influence open rate include subject line quality, sender name recognition, send time, preheader text, and list segmentation. Apple Mail Privacy Protection (introduced 2021) inflates open rates by pre-loading tracking pixels, making this metric less reliable as a standalone KPI. Click-through rate is now considered a more accurate engagement metric.
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