# Open rate: what it is and how it works · Zorraquino
> Email open rate relates recorded opens to a base of messages, usually those delivered.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/open-rate.html

# Open rate

Email open rate relates recorded opens to a base of messages, usually those delivered. It should state whether it counts unique opens and which denominator it uses

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

Automatic image loading and blocking affect the record. Comparing the same [audience](https://www.zorraquino.com/en/dictionary/advertising/audiencie.html) does not remove those biases or turn the metric into proof of reading. To evaluate a subject line or campaign, it is useful to use complementary signals, such as clicks and subsequent actions, and explain which part of the behaviour can be observed.

Also known as

Email open rate

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Email marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/email-marketing.html)
- [Email deliverability](https://www.zorraquino.com/en/dictionary/digital-marketing/deliverability.html)
- [CTR](https://www.zorraquino.com/en/dictionary/advertising/click-through-rate.html)