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Help! Does Email Open Rate include Unsubscribed?

by uxbrubin
4 replies
What is the open rate in this example:

- I sent 100 emails and all got delivered.
- 9 people unsubscribed.
- 5 people opened (and did nothing else)
- People who unsubscribe have to open before they can unsubscribe.

Is the Open rate:
a. 5%
b. 14%

Thanks
Uxbrubin
#email #include #open #rate #unsubscribed
  • Profile picture of the author Paul Hooper-Kelly
    Hi uxbrubin,

    Yes. As you rightly say, the folks that unsubscribed would have opened the email to do this. So they contibuted to the total of 14 people who opened your 100 emails.

    And that makes the total open percentage 14%.

    Warmest regards,

    Paul
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  • Profile picture of the author WillR
    Your open rate is the number of people who opened your email compared to the total number of people on your list. If you are sure that there were 5 people who opened the email and did nothing else (remain subscribed) then yes, your open rate is 9 + 5 = 14.

    14/100 = 14%

    However it is not really relevant as by the sounds of it, majority of them were opening the email just so they could unsubscribe from your list.

    Of a lot more concern to me is the fact that your unsubscribe rate from that one email was 9%. You won't have a list very long if you keep those numbers up!
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    • Profile picture of the author Alexa Smith
      Banned
      Originally Posted by WillR View Post

      Of a lot more concern to me is the fact that your unsubscribe rate from that one email was 9%. You won't have a list very long if you keep those numbers up!
      ^^^ This. Something is perhaps seriously wrong with what you sent out. Pay attention to this urgently, for now, and forget everything else. You need to work out what the problem was and change it, otherwise you won't have a list to worry about.
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  • Profile picture of the author Bill Guthrie
    I agree with the others, that the actions behind the metrics are most important right now. That unsubscribe rate is way too high, and the overall open rate (excluding the unsubscribes) is much too low. 100% deliverability is swell, but doesn't matter if your subject lines (and your credibility as the sender) won't get the emails opened.

    I'm now curious about what you sent...

    All best!
    Bill
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