Unique Opens for Email Marketing

[ISGKeysight]

Hello there,

I was looking through our email analytics and I was curious about something.

Is the open rate unique (any one user is counted once) or not?

Looked online but while there was discussion around tracking pixels I didn’t find info on whether or not Hubspot believed these reported numbers to be unique or not….

Thanks!

[coreysmith · Accepted solution]

Open rate - The percent of emails opened out of your delivered emails.

https://knowledge.hubspot.com/articles/kcs_article/email/how-does-hubspot-calculate-delivery-rate-op...

[coreysmith · Accepted solution]

That open rate definition indicates that it's an email sent versus that email being opened. So, send 1 open once gets 100%. Send 1 open more than once still gets 100%. It wouldn't be hard to test to verify.

[coreysmith · Accepted solution]

Open rate - The percent of emails opened out of your delivered emails.

https://knowledge.hubspot.com/articles/kcs_article/email/how-does-hubspot-calculate-delivery-rate-op...

[ISGKeysight]

I appreciate the answer, but this article still doesn't quite tell me if the open is unique in that if the person opened the email once, it will only register once for that recipient and not multiple times.

[coreysmith · Accepted solution]

That open rate definition indicates that it's an email sent versus that email being opened. So, send 1 open once gets 100%. Send 1 open more than once still gets 100%. It wouldn't be hard to test to verify.

[ISGKeysight]

So the numbers that we see in HubSpot for an sent email, can we determine that the open rate is accurate then or just a rough estimate? So every counted open is a unique individual or that the email opens is based on the "invisible pixel" that HubSpot uses to determine an open.

[coreysmith · Accepted solution]

We treat the number as accurate as when an email is opened at least once it gets counted. If it's open more than once it doesn't get counted that way.

However, it's pretty easy to test. Send an email to 5 people and have all five people open it once. You should see the open rate at 100%. Then have each of those five people open it a second time. Their contact record should show they have opened more than once but your open rate should still be 100%.