Email Open Rate Calculator
Adjusted for machine opens.
Open rates have been unreliable since Apple's Mail Privacy Protection began pre-fetching images, which marks messages as opened whether or not anyone read them. Treat opens as directional and make decisions on clicks and revenue.
Open rate
40%
40% excluding Apple opens
Roughly 48% of your list has opens pre-fetched automatically, so the reported 40% includes messages nobody read. Comparing your open rate against an industry benchmark measured before 2021 compares two different things.
How the Email Open Rate Calculator works
Open rate stopped being a reliable metric when Apple's Mail Privacy Protection began pre-fetching images, marking messages as opened whether or not anyone read them. Comparing your rate against a benchmark measured before that change compares two different things.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
How is open rate calculated?
Unique opens divided by delivered emails. Opens are tracked by a small image loading, which is exactly the mechanism privacy features now defeat.
How much does Mail Privacy Protection inflate opens?
It depends entirely on how much of your list uses Apple Mail with the feature on — commonly 40% to 60% for consumer lists. Those opens register whether or not the message was ever seen.
Should I stop tracking open rate?
Not entirely — it is still useful for spotting deliverability collapse, since a sudden drop means something broke. It is no longer useful for judging subject lines or comparing against benchmarks.
What should I use instead?
Click rate against delivered, and revenue per email. Neither can be triggered by a mail client loading images, and both correlate with the outcome you actually want.