Page 43 - Email Marketing Success
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EMAIL MARKETING SUCCESS
Click Rate
The click rate represents the ratio between the recipients who
click on at least one link in an email and the number of emails
sent out. You can use this measurement to determine whether
your email copy and call-to-actions are compelling enough to get
users to take action. This is the most crucial measurement for you
to keep track of in your email marketing campaign.
Click-to-Open Rate
This measurement is the ratio of the number of unique clicks to
the number of unique opens. The reference value, in this case, is
not based on the total number of recipients, but rather the number
of recipients who opened the email.
If your click-to-open rates (CTOR) are low, it could mean that the
content of the email isn’t fulfilling the expectations raised by its
subject line. This means that a large number of your subscribers
opened the email, but found the content of the email to be
uninteresting and didn’t click on any of the links.
Conversion Rate
The conversion rate is the percentage of recipients that executed
the desired action at the end of the process. This could be
anything from purchasing a product, downloading an e-book, or
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