What is a unique open?

A unique open represents the number of individual recipients who open one of your emails you send. Even when a subscriber opens an email multiple times, it’s still counted as one unique open. This metric is important for understanding how well your campaigns and automated flows resonate with your audience.

Note, however, that Apple’s Mail Privacy Protection (MPP) from 2021 introduced the ability to turn off open tracking. Learn more about how you can identify iOS15 Mail Privacy Protection opens.

Unique opens vs. unique clicks

While unique opens show the total number of unique subscribers who opened your message, unique clicks capture the total number of unique subscribers who clicked on a link in an email.

Total opens and total clicks are often combined to create a metric called unique totals. This metric shows you the number of subscribers who opened your message or clicked a link.

How to get more unique opens and clicks

  1. Message engaged segments: Engaged subscribers are most likely to interact with emails from your brand, increasing the number of unique opens and improving your sender reputation.
  2. Personalize your emails: Provide personalized product recommendations based on past browsing behavior to make your emails more appealing to each recipient.
  3. Optimize subject lines: Write compelling subject lines that create a curiosity gap. A/B test different subject lines to find what works best.
  4. Use clear and compelling CTAs: Make sure your calls to action (CTAs) are prominent, concise, and action-oriented.
  5. Automate your emails: Set up automated flows, like abandoned cart or post-purchase emails, to capture clicks at key moments in the customer journey.
  6. Incorporate visuals and interactive elements: Use eye-catching images, GIFs, or quizzes to draw attention and encourage clicks.
  7. Create urgency: Send limited-time offers with countdown timers to motivate recipients to open the email and act fast.
  8. Highlight social proof: Include customer reviews and testimonials to build trust and encourage clicks on product links or promotions.

Ready to increase your number of unique opens? Use Klaviyo to segment your audience, set up and automate email flows, and identify unique opens with iOS15 in mind. 

Sign up for Klaviyo today to make sure your emails are always read by the right people.

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