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Email open rate definition

Question
As I am developing an email marketing campaign, I've found something called an "open rate." What is that? 
Answer
The open rate in an email marketing campaign is quite simply the percentage of recipients who actually open (click on) the email you've sent them. Bounced addresses that are never received are taken out of the equation.

This reporting feature of a reputable email marketing service provider tracks the number of "unique opens," so that no list member is counted twice, no matter how many times he or she opens the email. 
Brain Trust contributor: Senior Vice President of Sales and Business Development, Constant Contact
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