Open rate question | Community
Skip to main content
A
Anonymous
September 30, 2016
Question

Open rate question

  • September 30, 2016
  • 1 reply
  • 5669 views

In Marketo, is the open rate calculated based off of the sent number or delivered?

This post is no longer active and is closed to new replies. Need help? Start a new post to ask your question.

1 reply

Devraj_Grewal
Devraj_Grewal
Level 10
October 2, 2016

Annalili,

In an email performance report, you will see two columns related to opens:

- "Opened" (number of leads who opened the email at least once)

- "% Opened" (Opened / Delivered) (percentage of those emails delivered that were opened)

Make a note that in order for Marketo to record an "open", the recipient must have downloaded the HTML content within the email. If they preview the email in the reading pane and do not download the HTML, this will not register as an "open".

SanfordWhiteman
SanfordWhiteman
Level 10
October 3, 2016

Make a note that in order for Marketo to record an "open", the recipient must have downloaded the HTML content within the email. If they preview the email in the reading pane and do not download the HTML, this will not register as an "open".

That's not always true, confusingly. To record a literal Opened Email activity in the Activity Log, the lead must have enabled image download in their mail client. However, general reports interpolate/intuit that an Open must have occured if the lead clicks a link.

Neil_Robertson6
Neil_Robertson6
Level 4
October 3, 2016

Correct - especially on iPhone where it marks as an open no matter what.

Terms & ConditionsAccessibility statement

Loading footer...