Your School Newsletter open rate is a measure of how many people on an email list opened a particular email campaign. It is most commonly expressed as a percentage and calculated by dividing the number of email messages opened by the total number of email messages sent ( excluding those that bounced).
The email will not be counted as an open until one of the following occurs:
- The recipient enables the images to be viewed in the email, or
- The recipient interacts with the email by clicking on a link
Therefore, the open rate % shown in your dashboard is usually lower than the actual number of people who opened and read the email.
Open rates are calculated on a per subscriber basis, rather than total values. This is called unique and it means that if one subscriber opens the email 5 times, then it only counts once, so you could never have more than 100%. This is a much more accurate way of calculating how many people have enjoyed your newsletter.
Open rate % = (Opens ÷ Emails Delivered) x 100
Click rate is a percentage that tells you how many successfully delivered campaigns registered at least one click of the links within your newsletter.
Click rate % = (Clicks ÷ Emails Delivered) x 100