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There are two types of "open rates"- one for electronic mail (aka e-mail; see below) and one for physical mail (aka snail mail via the USPS or other physical mail carrier). ==Email Open Rate== The email open rate is a measure primarily used by marketers as an indication of how many people "view" or "open" the commercial electronic mail they send out. 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.)〔(【引用サイトリンク】 Email Open and Click Rates: Benchmarks and Trends )〕 〔(【引用サイトリンク】 How to calculate email open rates )〕 Some Email Service Providers (ESP) also track unique email opens. Similar to an email open, unique email opens eliminate all duplicate opens that occur.〔(【引用サイトリンク】 Email Campaign Performance Metrics Definitions )〕 Tracking Email Open Rates Open rates are typically tracked using a transparent 1x1 pixel, or small transparent tracking image, that is embedded in outgoing emails. When the client or browser used to display the email requests that image, then an "open" is recorded for that email by the image's host server. The email will not be counted as an open until one of the following occurs:〔(【引用サイトリンク】 Email Marketing Metrics: Open Rates )〕〔(【引用サイトリンク】 Email open rate tracking in Google Analytics )〕 # The recipient enables the images in the email or # The recipient interacts with the email by clicking on a link The open rate of any given email can vary based on a number of variables. For example, the type of industry the email is being sent to.〔(【引用サイトリンク】 Q2 2012 Email Trends and Benchmarks )〕 In addition, the day and time an email is scheduled or sent to recipients can have an effect on email open rate.〔(【引用サイトリンク】 Email Open, Click Rates Seen Lowest During Work Hours )〕〔(【引用サイトリンク】 Association Email Marketing Benchmark Report )〕 The length of an email's subject line can also affect whether or not it is opened.〔(【引用サイトリンク】 Email Open Rates Seen Best in Morning, Clicks in Late Afternoon )〕 Tracking Concerns Open rates is one of the earliest metrics applied in email marketing, but its continued use has become controversial due to conflicting views on its usefulness.〔(【引用サイトリンク】 Reporting and Metrics - the open rate debate )〕〔(【引用サイトリンク】 Is Email Open Rate a Good Measure of Marketing Success? )〕 The open rate for an email sent to multiple recipients is then most often calculated as the total number of "opened" emails, expressed as a percentage of the total number of emails sent or—more usually—delivered. The number delivered is itself measured as the number of emails sent out minus the number of bounces generated by those emails. This method leads to problems with interpretation, since the request for the tracking image gives no indication of whether the email's recipient actually viewed or read the email or its contents. In addition, many webmail services and email clients block images by default, or the recipient may elect to receive text-only versions of an email. In both cases, no image call can ever be made, further reducing the accuracy of the open rate measure. As a result, open rates are broadly rejected as an absolute measure of a commercial email's performance. .〔(【引用サイトリンク】 Email Open Rate Woes: Why Not to be Fooled by Email Open Rate? )〕〔(【引用サイトリンク】 What do email open rates mean? )〕 However, many marketers use open rates as a relative measure, for example to compare the performances of emails sent to similar recipient groups, but at different times or with different subject headers. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Open rate」の詳細全文を読む スポンサード リンク
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