Smart Newsletter - Opens and Clicks Report

This report will show you all of your open, click, delivery, and bounce data for any given date range of your choosing. You also have the option to customize your view by day, week, or month.

Here's a breakdown of what each column in the report represents.

• Total Opens - The total amount of times your email was opened. If one person opens the email multiple times, each of those opens will be counted.
• Total Clicks - The total amount of times that someone clicked on a link within your email. If one person clicks on a link multiple times, each of those clicks will be counted.
• Unique Opens - The unique amount of times your email was opened. If one person opens the email multiple times, we will only count 1 of their opens.
• Unique Open Rate=(Unique Opens​÷Emails Delivered​)×100
• Unique Clicks - The unique amount of times that someone clicked on a link within your email. If one person clicks on a link multiple times, one 1 of those clicks will be counted.
• Unique Click Rate=(Unique Clicks​÷Emails Delivered)×100
• Clicks to Open - The percentage of recipients who clicked on a link within the email after opening it.
• Clicks to Open Rate=(Unique Clicks÷Unique Opens)×100
• Delivered - How many emails were successfully delivered to your subscriber's inbox.
• Bounces - How many email addresses bounced when we attempted delivery.

Export your Contacts list to see the list of emails that have bounced in our system.

'Group by' Filter:

• Group by Day - A granular view of your email opens and clicks on a day-to-day basis. This is particularly useful for identifying specific days that saw higher engagement if you send a daily newsletter. The above rates are based on the amount of emails delivered for that day.
• Group by Week - A broader view of the engagement over the entire week. If you only send once per week, the data will be the same as if you grouped by day. If you send more than once per week, the data will be aggregated over multiple days and the above rates will be calculated based on overall audience penetration for that week. The open and click rates will show the engagement from your audience as a whole for that week.
• Group by Month - Similar to grouping by week, this filter will show you a high level overview of how engaged your audience was over the entire month long period. The above open and click rates will also be calculated based on your audience as whole instead of how many total emails were sent that month.

What are average open and click rates by industry?

'What is average open and click rates?' is a common question, and the answer is: it really depends. The industry you operate in has a lot to do with the benchmarks you should be referencing when analyzing your own open-and-click data.

Discover the latest industry benchmarks for click rates, open rates, and much more at MailChimp's Email Marketing Benchmarks. Please also see the chart below sourced from Campaign Monitor to view click and open rates by industry.

Industry Open Rates Click- Rates Average 21.5% 2.3

If your industry is not represented in the chart below, you can reference these ranges that are considered good averages across all industries:

• Your average email open rate should be between 17-28%.
• Your average click-through rate should be about 2-5%.
• Your average click-to-open rate should be between 6-17%.

Source: Campaign Monitor

How Is an Open Tracked?

An email open refers to when a recipient opens an email you've sent. It's a key metric in email marketing and communications, helping to gauge engagement and effectiveness.

How Is an Email Open Tracked?

Email opens are typically tracked using an invisible tracking pixel, a tiny 1x1 pixel image embedded in the email. Here’s how it works:

1. Email Sent – When you send an email with tracking enabled, an invisible image is included in the email body.

2. Recipient Opens the Email – When the recipient opens the email, their email client (e.g., Outlook, Gmail) loads the tracking pixel from the sender’s server.

3. Open Recorded – The email service detects that the image was loaded and logs an "open" for that recipient.

Limitations of Open Tracking

• Image Blocking: Some email clients block images by default, preventing tracking pixels from loading.
• Privacy Protections: Features like Apple's Mail Privacy Protection (MPP) pre-load images, which can lead to inflated open rates.
• Plain-Text Emails: If an email is sent in plain text without images, opens can’t be tracked.

Because of these limitations, open rates are useful for general trends but should not be the sole metric for engagement. Click-through rates and conversions provide a more accurate measure of user interaction.