Calculate total email impressions, unique opens, and repeat opens from your delivered volume and open behavior. Use it to understand visibility beyond a single open-rate percentage.
The result turns raw marketing inputs into an actionable performance metric. Use the supporting stats, status, and health score to decide whether to scale, optimize, or reduce waste.
Benchmarks are directional. Always compare results with your own campaign history, margins, tracking setup, and attribution rules.
If 10,000 emails are delivered, 35% are opened, average opens are 1.8, and repeat lift is 10%, total impressions are about 6,930.
Multiply delivered emails by open rate and average opens per opener. Add any expected repeat engagement lift if you want a broader visibility estimate.
An email impression usually means an opened or viewed email event. Repeated opens by the same recipient can create multiple impressions.
Impressions can be higher because one person may open the same email more than once or return to it later.
A good rate depends on industry and audience quality, but higher impressions per delivered email usually indicate stronger content relevance and repeat attention.
Improve subject lines, preview text, segmentation, send timing, and content usefulness so more recipients open or return to the email.
| Metric | Meaning |
|---|---|
| Unique opens | Estimated number of recipients who opened. |
| Repeat opens | Additional views after the first open. |
| Impression rate | Total impressions divided by delivered emails. |