Open rate in Zoho Campaigns is the percentage of successfully delivered emails that were opened by the recipient. It is calculated as (Unique Opens / Delivered Emails) × 100. Open rate is the primary indicator of how effective your subject line and sender name are at persuading subscribers to engage.
Open rates vary significantly by industry, audience, and email type. B2B transactional emails often see 30-50% open rates. Marketing newsletters typically achieve 15-25%. Anything consistently below 10% suggests deliverability issues or disengaged subscribers that need to be re-engaged or removed.
Apple’s Mail Privacy Protection (MPP), introduced in 2021, inflates open rates by pre-loading email content regardless of whether the recipient actually read it. This makes open rate less reliable as a standalone metric. Use click rate and conversion rate alongside open rate for a more accurate engagement picture.
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