Open rate and click rate in e-mail marketing – what are they all about?

As you probably know, email marketing is a great way to acquire customers, as well as maintain ongoing relationships with them. By regularly providing valuable content, you can build a relationship with your customer, which should ultimately translate into increased sales of your products.
However, it is not enough to write an email filled to the brim with information, discount codes, and inspiring facts. You should learn a few important indicators to make email marketing even more effective. Below you will find a collection of the most important information about open rate and click rate. We invite you!
What is an open rate?
Open rate, as the name suggests, is the rate of opening of emails you send to your potential customers.
This is an extremely helpful indicator that allows you to determine how many emails you have opened. You should consider both unique and non-unique opens. However, you will gain the most information when you analyze unique opens. Thanks to them, you can check how many people actually engaged in the action and opened the email.
How to calculate open rate?
If you do not want to use paid programs for this purpose, there is a simple method. Divide the number of open emails by the number of those sent. Then multiply the result by 100%. This will give you the open rate value for your email marketing. Based on it, you will be able to implement the appropriate steps to increase this rate. How to do it? There are several ways to do it, which we present below.
How to increase open rate
As you already know, the open rate indicator is extremely important to check how your email marketing is working. Just sending emails will not help much if your recipients do not open them. Many people treat such regular emails as SPAM, and as a result, do not open them at all. This means they don’t learn about current promotions or other valuable content that you include in your messages. It’s time to change that! Try implementing these few steps and you will quickly see a significant change in the way your business works.
- Email subject and header: think about which emails you like to click on and which ones you avoid. Think about the subject and header as much as you think about the content of the email itself. Contrary to appearances, this is 50% of success.
- Sending time: analyze who you are sending your emails to and how your target group works. If it turns out that there is a small chance that your recipients spend time in front of the computer only in the morning or on a specific day of the week, use this to deliver the email to them at that time.
- Personalization: You can use the recipient’s name for this and adjust the content so that it is 100% tailored to the user’s expectations.
What is click rate?
Click rate is nothing more than a clickthrough rate that allows you to measure the effectiveness of your marketing campaign.
If you are wondering if your email marketing is working – click rate will give you the answer. To check this indicator, similarly to the open rate, divide the number of clicks by the number of messages sent and multiply by 100%. If the result does not satisfy you – it is time to work on the emails you send.
How to improve click rate
Remember that the only way to improve clickability is to add active links in the content of your email. If there are none – clickability will be at 0. This in turn will mean that your campaign will not work as intended. Therefore, first check if there are places in your emails that can be clicked.
- Check if all links are active – what good is it that the idea was great if in the email received by the customer they do not have the opportunity to use the offer that is located under the link?
- The call to action in your email must be visible! Your recipient has little time to read your email. Therefore, the better you direct them to what they should do, the more likely they will do it. If the link is invisible or hidden between the lines, don’t fool yourself that anyone will decide to click on it. For many people, it will go completely unnoticed. And thus, your goal will not be achieved.
- Post photos or interesting graphics, linking them appropriately. There is a very good chance that the graphic will interest your recipient more than a simple link.
See also
Why are click rate and open rate so important?
Now that you know how to improve both indicators, all that’s left for you to do is implement the tips. Why? Click rate and open rate will give you answers to your questions on a plate. Among other things, you’ll find out if what you’re doing makes sense.
If it turns out that the indicators are at a high level – keep going! And if the results don’t satisfy you, it’s worth taking a closer look at the plan and execution of your email marketing. Remember that mailing is a great source of customer acquisition, so don’t give up too easily. Good luck!
Summary
- Open rate is the rate of opening emails that you send to your potential customers.
- Click rate is nothing more than a clickthrough rate, which allows you to measure the effectiveness of your marketing campaign.
- These indicators inform whether your email marketing activities are effective or whether it is worth changing something. Regular analysis allows for quick detection of problems and immediate response.
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