In both cases, no image call can ever be made, further reducing the accuracy of the open rate measure.
As a result, open rates are broadly rejected as an absolute measure of a commercial email's performance.
[13][14] However, many marketers use open rates as a relative measure, for example to compare the performances of emails sent to similar recipient groups, but at different times or with different subject headers.
[15] In the finance and real estate industries, the percentage is generally higher than in IT or education sectors.
The main goal is for the rate to remain stable or show improvements compared to previous campaigns.
Usually, the open rate is analyzed in conjunction with other metrics: clicks, conversion, unsubscribe numbers, and complaints.