Hello,
I’m wondering how exactly the “open rate” and “click through rate” are calculated. Is it based on number of emails sent, received, or something else?
Thank you!
Best answer by cassy.lee
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Userlevel 6
+9
Hi
Great to meet you, and welcome to the Klaviyo Community! This is a great question to ask!
Open rate is defined as the percentage of the total number of subscribers who opened your email campaign, and click through rate is the percentage of people who clicked a link in your email out of the people who opened your email.
- Open rate is calculated as unique emails opened divided by total delivered emails.
- Click rate is calculated as the unique number of clicks divided by the number of delivered emails.
- Click through rate is calculated as the unique number of clicks divided by the number of opened emails
To be clear, the reason it’s “delivered emails” instead of sent is because you could have sent 100 emails in a campaign, but let’s say due to suppressions or hard bounces, only 98 were actually delivered. You would count OR and CR as the number of emails you actually delivered.
Hope that was helpful!
You can find more details on email metrics and how they’re defined in this article, and you can see additional metrics in reporting, as well as how spam and bounce rates are measured in this article here.
Thanks,
-Cassy
+2
Hi Cassy,
Thanks for the reply. Is “delivered” emails the same as “received” emails? If not, by how much do they typically tend to differ?
Thank you!
Userlevel 6
+9
Hi
Received and Delivered mean the same, although there are some nuances to point out. A “Delivery” is recorded when a request to send an email results in the delivery of that email to the end recipient. Delivered means the message was accepted by the receiving server, however, this does not necessarily mean that the message reached the recipients inbox.
The term “Deliverability” refers to inbox placement once an email is successfully delivered, and where in that inbox the email was sent (spam, promotions, main inbox etc). An email is unsuccessfully delivered when it ends up in the spam folder or is blocked from reaching the inbox entirely.
The email metrics “Received Email” includes any email that has made it past the receiving server.
You can see the Glossary of Terms here, and the specific Deliverability Glossary here.
Hope that helps!
-Cass.
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