Email Click-Through Rate? What’s That!

Email Click-Through Rate? What’s That!

 
Online marketing is the buzzword these days. But if you aren’t an online marketing buff, you might find the jargons intimidating. Today let’s discuss email marketing metrics. Although email marketing might be considered old school, it is still one of the most effective channels to engage potential customers. 
 
To keep it simple - email marketing metrics measure the effectiveness of email marketing campaigns. First off, let’s understand the most common email marketing metric – email open rate. Say Company ‘X’ sends out a marketing email to a set of 100,000 people. The first metric provided is that the marketing email was opened 107,000 times (could have been opened multiple times by same individual).  Hence, the basic email open rate is 107%, i.e. number of opens to total number of mails sent. Now, a unique open rate is different from the basic open rate and is the more interesting one. The unique open rate removes duplicates from the basic open rate and tells the campaign manager how many individuals have actually opened the email. In our example, let’s take this as 35%, i.e. 35,000 people have opened the email. 
 
However, the critical measurement of email click-through is not just the open rates, but actual number of individuals who open the email AND view the pictures displayed in the email AND click on the link provided in the email which might direct the individual to a specific landing page, say, the company’s website. This number could be as low as 10% of the original audience. Ideally, in the absence of any of these 3 criteria, the email shouldn’t be considered as opened. 
 
Coming back to our example, you may think that an open rate of 107% or 35% means the marketing email has captured enough customer attention and the email marketing campaign has been successful. Well, hold your horses! Numbers can be misleading if you don’t dive deep into them. The click-through rate is what needs to be dissected and analyzed which in our example, is 10%.
 
Which metric would you use to measure the effectiveness of your email marketing campaign? 
Stay Connected with MYB

Other Interesting Stories