Open Rate

 Basically there are only a few elements or indicators of an Open Rate. These are:

• Total Confirmed Accepted = Open Rate and Total Confirmed Opens Accepted = Open Rate

This includes all renders PLUS additional counts from any user click on any link (including the unsubscribe link) that have not been counted as renders. This metric includes both HTML and plain text messages.

• Unique Confirmed Opens or Unique Confirmed Opens = Unique Open Rate: 

The unique count of Total Confirmed Opens. This eliminates duplicates from both the renders and additional counts.

Note:  A confirmed open rate should be higher than your unique open rate, because open rates simply tally the number of times the message was opened, while unique open rates discount it when the same user opens the message more than once. There are times when unique open rates matter more than confirmed open rates – and times when the total matters more.  For instance, someone who opens the same message more than once may be more engaged than someone who opens it just once. This may also be important to know, depending on the intended goals along with accepted rates for a particular email marketing campaign.