How to Calculate Email open rate in Shopify

7 minute read

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Email marketing is one of the most effective ways to promote your Shopify store to your target audience. However, it's important to be able to measure the success of your campaigns to track your progress and improve your strategies. One essential metric you need to calculate is your email open rate. In this article, we'll discuss how to calculate your email open rate in Shopify and provide practical tips to improve it.

Understanding Email Open Rates

Before we dive into the specifics of calculating your email open rate, let's first understand what it means. An email open rate is the percentage of recipients who opened your email among the total number of emails sent. It's a crucial metric because it gives you an idea of how effective your subject line and email content are in capturing your readers' attention and persuading them to engage with your message.

What Is an Email Open Rate?

An email open rate is calculated by dividing the number of emails opened by the number of emails sent, then multiplying the result by 100 to get a percentage. It's worth noting that email open rates don't account for emails that bounced or were marked as spam.

However, it's important to keep in mind that open rates can sometimes be misleading. For example, if your email client automatically loads images in emails, the email may be counted as opened even if the recipient didn't actually read it. Additionally, some email clients have a preview pane that shows the content of the email without actually opening it, which can also skew your open rate.

Why Is Email Open Rate Important for Your Shopify Store?

Your email open rate directly reflects how engaged your audience is with your brand. A high email open rate indicates that your subscribers are eager to receive your emails and find your content relevant and valuable. This can lead to higher click-through rates and ultimately, more sales for your Shopify store.

On the other hand, a low email open rate may signal that your subscribers are disinterested in your brand or find your emails uninteresting. This could be due to a variety of factors, such as poor subject lines, irrelevant content, or sending emails too frequently. Analyzing your email open rates can help you refine your email marketing strategy and improve your campaign's success.

It's also important to note that email open rates can vary depending on the industry and audience you're targeting. For example, a B2B email may have a lower open rate than a B2C email, and different age groups may have different preferences when it comes to email content and frequency.

Ultimately, understanding your email open rates and using them to inform your email marketing strategy can help you build stronger relationships with your subscribers and drive more sales for your Shopify store.

Setting Up Your Shopify Email Marketing Campaign

Before you can calculate your email open rate, you need to have a solid email marketing campaign in place. Here are some essential steps to take when creating your campaign:

Choosing the Right Email Marketing Platform

Choosing the right email marketing platform is crucial to the success of your campaign. Shopify provides a built-in email marketing platform called Shopify Email that allows you to design and send custom emails to your subscribers. This platform is a great option if you're just starting out or if you have a small subscriber list. However, if you're looking for more robust features such as advanced segmentation and automated workflows, you may want to consider third-party email marketing services such as Mailchimp, Omnisend, or Klaviyo. These services integrate with Shopify and offer more customization options, allowing you to create highly targeted campaigns that resonate with your audience.

Creating Engaging Email Content

Once you've chosen your email marketing platform, it's time to create engaging email content that resonates with your audience. Your email content should be tailored to your audience's interests and preferences. Consider using images, videos, or GIFs to make your emails more visually appealing and interactive. Craft a compelling subject line that entices your subscribers to open your email and avoid using spammy or clickbait-y phrases that may hurt your reputation and decrease your open rate.

When creating your email content, it's important to keep in mind the purpose of your campaign. Are you trying to promote a new product or service? Are you offering a discount or promotion? Whatever your goal may be, make sure your email content aligns with it and provides value to your subscribers.

Segmenting Your Email List

Segmenting your email list allows you to send targeted messages to specific groups of subscribers based on their behavior, demographics, or preferences. This can lead to higher engagement and conversion rates. Consider segmenting your list by purchase history, location, or interests.

For example, if you're a fashion retailer, you may want to segment your list by gender and send targeted emails to your male and female subscribers. Or, if you're a food and beverage company, you may want to segment your list by location and send targeted emails to subscribers in different regions, highlighting local products or promotions.

By segmenting your email list, you can create highly personalized campaigns that resonate with your audience and drive results.

How to Calculate Email Open Rate

Now that you've set up your Shopify email marketing campaign, let's look at how to calculate your email open rate.

Gathering the Necessary Data

To calculate your email open rate, you'll need to gather data on the number of emails sent and the number of emails opened. This information is typically available in your email marketing platform's analytics dashboard. You can also use Google Analytics to track your email open rates.

The Email Open Rate Formula

To calculate your email open rate, use this formula:

  1. Divide the number of emails opened by the number of emails sent.
  2. Multiply the result by 100.
  3. Round the result to two decimal places.
  4. Add a percentage sign (%) to the end of the number to indicate that it's a percentage.

For example, if you sent 1,000 emails and 200 were opened, your open rate would be 20%.

Analyzing Your Email Open Rate Results

Once you've calculated your email open rate, compare it to industry benchmarks and your previous campaigns' performance to determine if it's above or below average. Use this information to identify areas of improvement and test different strategies to increase your open rate.

Tips to Improve Your Email Open Rate

Now that you know how to calculate your email open rate, how can you improve it? Here are some tips:

Crafting Compelling Subject Lines

Your subject line is the first thing your subscribers see when they receive your email. Make sure it's clear, concise, and relevant to your content. Avoid using all caps, excessive punctuation, or misleading phrases that may cause your email to be marked as spam.

Personalizing Your Emails

Personalized emails have been shown to have higher open and click-through rates than generic ones. Consider using your subscriber's name or past behavior to tailor your emails to their preferences. Use segmentation to send targeted messages to specific groups of subscribers.

Optimizing Your Send Times

The timing of your emails can impact your open rate. Test different send times to see when your subscribers are most active and adjust your schedule accordingly. Avoid sending emails during weekends or holidays when people are less likely to check their inbox.


Calculating your email open rate in Shopify is a critical step in improving your email marketing strategy. By understanding what an email open rate is, segmenting your email list, crafting engaging content, and using industry-proven tips to increase your open rate, you can boost your email campaign's success and drive more traffic to your Shopify store.

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