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How to Compare Email Open Rates and Clickthrough Rates

Email open rates and clickthrough rates are two important metrics that can help you measure the effectiveness of your email marketing campaigns.

Define Your Benchmarks: Start by defining your benchmarks for both open rates and clickthrough rates. This will help you determine whether your email marketing campaigns are performing well or need improvement. Industry benchmarks for open rates and clickthrough rates can vary depending on your industry and target audience.

Calculate Open Rates: To calculate your open rates, divide the number of unique opens by the number of delivered emails, and multiply the result by 100. For example, if you sent 1,000 emails and 200 were opened, your open rate would be 20%.

Calculate Clickthrough Rates: To calculate your clickthrough rates, divide the number of clicks by the number of delivered emails, and multiply the result by 100. For example, if you sent 1,000 emails and 50 were clicked, your clickthrough rate would be 5%.

Compare Results: Once you have calculated your open rates and clickthrough rates, compare the results against your benchmarks. If your open rates are high but your clickthrough rates are low, it could mean that your subject line and preview text are effective in getting people to open your emails, but your email content or call-to-action may not be compelling enough.

Identify Areas for Improvement: Use your results to identify areas for improvement in your email marketing campaigns. Experiment with different subject lines, email content, and calls-to-action to see what resonates best with your audience.

Comparing your email open rates and clickthrough rates, you can gain insights into how your email marketing campaigns are performing and make data-driven decisions to improve their effectiveness.




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