Many individuals seem too looked at either the numbers of emails that have been opened or the number of clicks an email has generated. Both metrics are extremely important, however I always suggest adding another metric called the click-to-open metric. This metric was introduced to me a while back by EmailLabs. Since then I have seen little chatter online about this metric. The click-to-open email metric is a ratio that divides unique clicks by unique opens. The sole purpose of the ratio is to measure the click-ability of an email once it is opened by a customer. For example, if I created an email program and the first email blast of the program had a total of 400 unique opens and 128 unique clicks I would have a click-to-open rate of 32%. This means that each time a customer opens an email there is a 32% percent chance that a link will be clicked. I find this information extremely valuable especially for forecasting any commerce or lead driven email campaigns.
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