How to Calculate Email open rate in BigCommerce

7 minute read

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Email marketing is one of the most effective ways to engage customers and drive sales in the ecommerce industry. One of the most important metrics for measuring the success of your email campaigns is the email open rate. BigCommerce, the popular ecommerce platform, offers a range of tools for email marketing campaigns that generate data to help you measure your email open rate accurately. In this article, we'll explore how to calculate email open rate in BigCommerce, and we'll provide tips on how to improve your rates and overall email marketing performance.

Understanding Email Open Rates

Before we dive into calculating email open rate, let's take a closer look at what it is and why it matters. The email open rate represents the percentage of subscribers who opened an email campaign. The number is calculated by dividing the number of opened emails by the number of delivered emails. The email open rate is essential because it gives you insight into how effective your subject lines and email content are at engaging your subscribers.

What is an Email Open Rate?

As mentioned before, the email open rate is a percentage that tells you how many recipients opened your email in a given campaign. Your email software tracks this metric by adding a small invisible image to every campaign you send. Every time an email is opened, this image is downloaded, and your email software records that the email has been opened.

It's important to note that email open rates are not always 100% accurate. Some email clients and devices block images by default, which means that if your email contains only images, your email open rate may not be entirely accurate. Additionally, some subscribers may open your email but not download images, which means that their email open will not be recorded.

Why is Email Open Rate Important?

The email open rate is an important metric because it indicates how successful your email campaign has been in capturing your subscriber's attention. A high email open rate means that your email content resonates with your audience and that they are interested in hearing from you. On the other hand, a low email open rate means that you need to improve your content to make it more interesting or relevant to your subscribers.

Another reason why email open rate is important is that it can impact your email deliverability. Email service providers (ESPs) use engagement metrics like email open rate to determine whether your emails are valuable to your subscribers. If your email open rate is consistently low, your emails may be marked as spam or sent to the junk folder, which can hurt your overall email deliverability.

Finally, email open rate can also help you optimize your email campaigns. By tracking your open rates over time, you can see which subject lines and email content are resonating with your audience and adjust your future campaigns accordingly. You can also use A/B testing to test different subject lines and email content to see which ones perform best.

Setting Up Your BigCommerce Store for Email Marketing

When it comes to email marketing, setting up your BigCommerce store correctly is essential. Not only will it help you calculate your email open rate, but it will also ensure that your emails are delivered to your customers' inboxes and not marked as spam.

Integrating Email Marketing Tools

BigCommerce offers a range of built-in email marketing tools that allow you to create and send email campaigns directly from your store's dashboard. These tools are easy to use and can help you create professional-looking emails in minutes.

However, if you're looking for more advanced features and analytics, you may want to consider integrating popular email marketing platforms like Mailchimp, Constant Contact, or Klaviyo. These platforms allow you to track your email open rates, click-through rates, and other metrics that can help you improve your email campaigns over time.

Creating Email Lists and Segments

Once you have your email marketing tools set up, it's time to start building your email lists and segments. Your email lists are simply groups of customers who have opted in to receive emails from your store. You can create lists based on a variety of factors, such as customer location, purchase history, or interests.

Segments, on the other hand, are subsets of your email lists that allow you to send highly targeted emails. For example, you could create a segment of customers who have purchased a specific product in the past and send them an email promoting a related product or accessory.

By creating targeted email lists and segments, you can increase the relevance of your emails and improve your chances of getting a higher email open rate. Just be sure to follow best practices for email marketing, such as avoiding spam trigger words and sending emails at the right frequency.

Crafting Effective Email Campaigns

Great email campaigns begin with great content. Here are some tips for crafting effective email campaigns:

Writing Compelling Subject Lines

Your email subject line needs to grab your subscriber's attention and entice them to open the email. Use action-oriented and benefit-driven language to make your subject lines more compelling.

Designing Engaging Email Content

The content of your email also needs to be engaging. Use attention-grabbing visuals, concise copy, and clear calls-to-action to encourage your subscribers to take action.

Personalizing Emails for Better Open Rates

Personalization is a powerful way to increase email open rates. Use customer data to personalize your subject lines, greetings, and content for a more personalized experience.

Calculating Email Open Rates in BigCommerce

Now that you understand email open rates and how to craft effective email campaigns, let's dive into calculating your email open rate in BigCommerce.

Gathering the Necessary Data

To calculate your email open rate, you need to gather data on the number of emails delivered and opened. You can find this information in your email marketing campaign reports.

Using BigCommerce Analytics for Email Open Rates

To get a more detailed view of your email open rates, use the analytics features included with BigCommerce. With these tools, you can track open rates over time, analyze trends, and identify opportunities for improvement.

Analyzing Email Open Rate Metrics

Once you gather your data, you can calculate your email open rate by dividing the number of opened emails by the number of delivered emails.

Tips to Improve Your Email Open Rates

Improving your email open rates can lead to more sales and a stronger customer base. Here are some tips on how to improve your email open rates:

A/B Testing Your Email Campaigns

A/B testing allows you to experiment with different subject lines, content, and send times to see which gets the best results.

Optimizing Send Times and Frequency

The timing and frequency of your email campaigns can have a big impact on your open rates. Experiment with different times to see when your subscribers are most likely to engage with your emails.

Maintaining a Clean Email List

Make sure you regularly update your email list to ensure that it only includes active subscribers. This will help prevent your emails from being marked as "spam" and keep your open rates high.


Calculating email open rates is an essential metric for measuring the success of your email campaigns. With the right email marketing tools and strategies, you can improve your open rates and engage your subscribers more effectively. By crafting effective emails, gathering data, and experimenting with different strategies, you can take your email marketing to the next level and improve your ecommerce business.

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