About Open and Click Rates
Mailchimp's reports include open and click rates. These rates help you track audience engagement. Use them to learn what subject lines and content perform well.
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Open tracking tells you if your recipients open the emails you send. Your email report will show which contacts opened your email, and how many total opens the email received.
Compare open results to other data in your account, such as e-commerce activity, to learn about recipients' behavior. Where open tracking is permitted by applicable law, you can leave this enabled and use the open statistics to segment your audience, target contacts, and send follow-up emails.
In this article, you'll learn about open tracking, how to view open results for your emails, and how to disable open tracking.
Note
The Apple MPP (Mail Privacy Protection) policy for email was released September 21, 2021 with the iOS 15 operating system. With this release, Apple downloads incoming emails on its own server. This makes it appear as if a recipient opened the email, which inflates the sender’s open-related metrics. You have the option to exclude emails opened by Apple MPP from your open-related metrics for emails sent on or after June 22, 2024.
When open tracking is enabled, each time you send an email campaign through Mailchimp, we embed a tiny invisible graphic in the bottom of your HTML email. This open tracker graphic, or web beacon, is unique to each email you send. When someone opens your email with images turned on, that graphic is downloaded from our server, and it's recorded as an open on your email report. Automated replies, such as out-of-office messages, generally do not download this graphic, so they shouldn't count as opens.
Web beacon trafficking is the industry standard for open tracking and can give you a general overview of your subscriber engagement, but it does have some limitations. Because it relies on a hidden graphic embedded in your campaign code, open tracking won't work in plain-text emails. Similarly, open tracking won't work if your recipients or their email client have chosen not to display images. You can ask your recipients to add you to their address book or to choose to display images in their email client to get more accurate open tracking.
We recommend that you exclude Apple MPP from your reports for more accurate opens and open-related metrics. To learn about Apple MPP and how it impacts your opens and open-related metrics, check out About Apple’s Mail Privacy Protection (MPP).
There are 2 ways to access your open results from the Reports page in your account. The open results on the Overview tab include numerical totals for all of your recipients, while the results from the Opened and Didn't open tabs show you the recipients who opened or didn't open your email.
To view the open rate and total number of opens from the report Overview, follow these steps.
We'll display the Open rate and Click rate on the Overview tab, as well as the total numbers for opens and clicks.
Here are a few terms related to open tracking that appear on the Overview tab, along with their definitions.
To view which individual contacts did or didn't open an email, follow these steps.
These screens will display a full list of recipients who either did or didn't open your email.
To download a CSV file of the list of recipients you're viewing, click Export.
You can also hover over the open or click percentage for each email on the Reports or Campaigns pages in your account to view the exact number of contacts for that statistic.
Open tracking is enabled by default except on plain-text emails. To disable open tracking for a regular email, follow these steps.
That’s it. Now, we’ll no longer track who opens your email.
If it seems like your opens are being incorrectly tracked on your email report, there are a few things that could be happening.
Here are some common issues that can block open tracking or cause your open rates to be low.
Here are some common issues that can cause your open rates to be too high.
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Mailchimp's reports include open and click rates. These rates help you track audience engagement. Use them to learn what subject lines and content perform well.
Use Mailchimp's click tracking to see who clicked links in your emails. Learn more about how recipients interact with your emails.
The Forward to a Friend link lets subscribed contacts easily share your campaign. Learn how to add this link using the *|FORWARD|* merge tag.
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