Open & Click-thru Rates
Being able to track the engagement of emails that you send is vital to refining and developing your email marketing strategy. There are 2 main key performance indicators; open rates, and click-thru rates.
Open rate is the percentage of people who have opened your email. For an email to trigger as being opened, the recipient has to open the email, if they simply read the subject header and preview text in their inbox and delete the email this will not count as being opened.
Open rates provide a good indication of whether your subject header and preview text are hitting the right mark with your target audience.
The average open rate differs slightly for each industry, but for a list of subscribed contacts who have shown previous interest in your brand / product / service the average is around 20%
Click-thru rates (CTR) refer to a recipient clicking on any link inside an email that they have opened. Click-thru rates are reported as a percentage based on the number of emails opened.
Click-thru rates give a good indication of whether your target audience is engaging in the topic of your email. You can assume they have some interest because they have opened the email, but if your click-thru rate is lower than expected and disappointing then this is an indication that the content is slightly off.
For instance, if you have provided links for further information, or a voucher, a download, a video, or just a reply button - and your click-thru rates are very low then this is an indication that either your message is not clear enough, or your call-to-action is slightly off.
There are many small factors that can affect click-thru rates such as wording, button colour, size, or position. So if you are confident in the content in your email it is always worth testing different designs.
The average click-thru rate differs slightly for each industry, but for a list of subscribed contacts who have shown previous interest in your brand / product / service the average is around 3.4%