Open rate question

[Anonymous]

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

[Devraj_Grewal]

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]

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]

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

[Devraj_Grewal]

Appreciate the clarification!

[Justin_Cooperm2]

Yeah you can see a very high-level summary of the business logic we have on our email performance report here:

Why Does My Smart List Count Not Match the Email Performance Report?

As Sanford said, Marketo may increment the open count if other things have happened inside the email (click link in his example).

[Grégoire_Miche2]

From what I gather, Marketo only increments the opens on email reporting, not on the lead activity log.

-Greg

[Justin_Cooperm2]

That's correct. The activity log is a history of the events we've recorded, technically. Marketo adds business logic on top of these events in many of the analytics reports in order to show the most accurate representations of what's happened.