Open Rate

August 23, 2013  |     |     |   0 Comment

Open Rate in email marketing is used to measure how many people open e-mails sent out by a marketer. It is calculated by dividing the number of e-mails opened by the total number of e-mails sent out by the marketer. This calculation excludes any e-mail bounce-backs.

When purchasing a website that has an email list and performs email marketing, the open rate is a good measure to look at. It indicates how much interest the e-mail subscribers have in the website’s products or services. Simply improving the open rate with better e-mail marketing campaigns can often improve the revenues of a website. This is because the product message reaches even more subscribers at no additional cost to the website owner. This wider reach can lead to more sales.


Kris Tabetando provides mergers & acquisitions (M&A) advisory and brokerage services to Internet companies. He also partners with investors to acquire & manage Internet businesses.

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