Taxa de Abertura de Email

Email open rate

Open rate tells you what share of recipients opened your email. The math is open rate = unique opens / delivered × 100%, where delivered = sent − bounces. Say you sent 10,000, 300 bounced, and 2,200 were opened. That works out to 2,200 / 9,700 ≈ 22.7%. Benchmarks from Mailchimp and RD Station put average campaigns somewhere in the 20–30% band, and B2B usually trails B2C. What moves the needle most is the subject line, followed by the preview text and the sender name. One caveat: ever since Apple Mail Privacy Protection landed (iOS 15, 2021), Apple pre-fetches pixel-based opens, which inflates the number artificially. These days you get a clearer read on engagement from click rate, reply rate and conversion.

Applications

Running email marketing in tools like Mailchimp, RD Station, ActiveCampaign and HubSpot. Tracking how newsletters perform. Drip and onboarding campaigns, lead nurturing, slicing a list by engagement, A/B testing subject lines, and win-back flows aimed at subscribers who have gone quiet.

FAQ

Sent or delivered as the denominator? Use delivered, which is sent minus bounces. If you divide by sent, your open rate comes out too low, since an email that never arrived had no chance of being opened.

Is open rate still meaningful after Apple MPP? Less than it used to be, because Apple devices report opens that did not really happen. Compare cohorts measured under the same conditions, and lean on click and conversion rates instead.

What is a good open rate? It varies a lot by niche. Ecommerce tends to land around 15–25%, B2B SaaS around 20–30%, and transactional emails frequently clear 50%.