Average Recipient Render Rate

This is a term that describes a metric, expressed as a percentage, that email marketers leverage to measure the efficacy of their email newsletter marketing campaigns. The average is based on the recipient render rate, which tracks the number of times a single user views an email message, either in a preview or fully opened window, stored on the back end of the email server. Renderings are captured with a tracking image.

The average recipient render rate indicates the number of times a message is opened across its full recipient group. This formula divides the total number of renderings by the number of unique viewers to equal the average. (Total Renderings / Unique Views = Average Recipient Render Rate)

This metric provides insight into the number of times the normalized user will view an individual message. The number is also equal to at least one view. This average is particularly useful for email marketers and senders who communicate information with long-lasting value to their lists. This includes newsletters and other communications with how-tos, links, or other information that readers may come back to over and over again. This average can be leveraged to change an email campaign to meet or increase the overall response of recipients.