What’s the difference between Unique and Total Opens?

To measure objectively the effectiveness of a Campaign, it is essential to pay attention to the Total and Unique Opens of an Email. Discover from Doppler Reports who opened your Campaign and who did not. Go ahead!

If you are in charge of your Email Marketing strategy, you might already know that there are numbers and metrics that can not be ignored to analyze the results of each Campaign sent. Therefore, it will be useful to learn the difference between Unique and Total Opens.

Unique Opens: It indicates how many Subscribers opened your Email, no matter how many times they did it.

Total Opens: They represent the full amount of times your Email was opened, whether it was by the same Subscriber or not.

With Doppler it is really easy to understand what happens with the opens of the Emails you have sent and how to improve the Open Rate. To do this, you must go to Reports and select the Campaign you want to evaluate.


Then, when you’re in the Summary metrics of your chosen Campaign, you will see the the Deliverability Rate with all the activity and results of the Campaign in question.


As you can see, Doppler shows the Total Opens on one hand and the Unique Opens on the other. Following our example graph, this means that the Total Opens (whether it has been opened more than once for the same address) is 7017 while the Unique Opens (Subscribers) are 4260.

Let’s set an example:

You send an Email Marketing Campaign to 10,000 Email Addresses. In Doppler’s Report Section you see you have 5,000 opens, from which 4,000 have been unique.

In this case, we can conclude that 4,000 people have opened your Campaign, but some of them have opened it more than once, achieving this way 5,000 total opens.

Have a rocking Campaign!

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