Are Open Rates Unique? | Community
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A
Anonymous
November 3, 2015
Question

Are Open Rates Unique?

  • November 3, 2015
  • 2 replies
  • 3807 views

Hi,

I'm currently running a nurture program on Marketo. When I look at the email performance result to see how we're doing I notice that the number of emails sent gets bigger. For example, our nurture program is divided into 3 streams. When I looked at the number of emails sent in the first email for stream 1 (Stream 1 - Email 1) I saw that the number was 100 but when I looked back at Stream 1- Email 1 a week later I saw that the number went up to 120. This behaviour was replicated in the number of emails  opened. Given that the number of emails sent and opened are getting bigger each week i.e. it's cumulative, how do I know that the open rates are unique? If they are not unique, how would I find the unique number of emails opened?

Thanks for your help in advance!

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2 replies

A
Anonymous
November 3, 2015

Open rates are unique.  In this case I believe more people are etering your stream, so therefore they are receiving the email

D
Adobe Employee
dadolyAdobe Employee
Adobe Employee
November 3, 2015

Hi Anu,

Open rates are unique as we only track the first open activity for an email. Any subsequent email opens are not tracked or recorded in Marketo.

    Stijn_Heijthuij
    Stijn_Heijthuij
    Level 6
    November 3, 2015

    Expanding on that, I believe Marketo reporting almost always runs on number of leads performing an action.

    A
    Anonymous
    November 3, 2015

    What do you mean by that?

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