Email Marketing Metrics: Open Rate and CTR DON’T Matter!

Email Marketing Metrics: Open Rate and CTR DON’T Matter!
Heather Rubesch - Mon Jan 28, 2013 @ 09:18AM
Comments: 328


We are please to have a guest post today from Diane Vukovic.  She is a long-time blogger who tackles online marketing from a humanistic, not algorithmic, approach. When she’s not writing for or, she’s making delicious vegetarian food.


Mouse_Hand.pngThere are numerous email marketing metrics which you will need to look at to run an effective campaign, such as list size, subscribes, unsubscribes, and bounce rate, amongst others.  Of all the email marketing metrics though, novice marketers tend to put too much focus on just two of them: open rate and click through rate.  


While these two metrics are important, don’t make the mistake of just looking at them by themselves.


Problems with Open Rate and CTR

A high open rate likely means that your emails:

  • Are being sent on a good frequency (subscribers don’t forget you, but don’t get annoyed by you either)
  • Your subject lines are compelling
  • You aren’t getting caught by spam filters


A high click through rate means that your emails:

  • Have interesting content that subscribers want to read
  • Have content which compels readers to take action
  • Have clear calls to action


(Note: These are generalities.  There are numerous other factors which can influence open rate and CTR email metrics!)


Yes, you should be paying attention to these two email marketing metrics.  However, here are the problems with just looking at them by themselves: 

1) Open rate doesn’t tell you how many people actually read your email

2) People who didn’t open your emails can’t click on the emails, so this skews CTR

3) Open rate nor CTR tell you the level of engagement of your audience


Along Came Click-to-Open Rate

Many email marketing service providers now include click-to-open rate (CTO or CTOR) as one of their metrics. 


CTOR = Number of Clicks/Number of Opens


By looking at CTOR, email marketers can get unique, valuable information about how engaged your audience is.


Take this situation as an example:


A marketer sends out 1000 emails and 100 of them get opened (10% open rate, which is rather poor).  Out of the 1000 emails, 50 get clicked (5% CTR, which is also poor).  


Based on this information, the marketer might decide to change subject lines and frequency, and then experiment with new email designs and call-to-action placement.  However, if we look at click-to-open rate, then the marketer may decide on a very different strategy.


In this case, the click-to-open rate is 50%!  From this information, we can glean that most subscribers are NOT interested – but the subscribers who are interested are very active.  Instead of making drastic campaign changes, the marketer may instead want to:

  • Segment active subscribers in a separate group and continue marketing to them in the exact same way
  • Figure out where the active subscribers came from and work on getting more subscribers through these channels
  • Create a new group for the inactive subscribers and try to reengage them with new subject lines and content


Email Marketing Metrics Matter As a Whole

All email marketing metrics provide valuable insight into your campaign – but they must be looked at in relation to each other if you want to get value from them! This doesn’t just apply to open rates and click rates. You must also look at how your growth rate relates to unsubscribe rate, how unsubscribes are affecting open rate, and so on. Only then will you be able to get a holistic view of your email marketing campaign so you can make strategic decisions.




Tags: Guest Post
Comments: 328


301. Rashika  |  my website   |   Thu Jun 21, 2018 @ 04:32AM

Check out Latest Punjabi Songs

302. sk  |  my website   |   Mon Jun 25, 2018 @ 08:56AM
303. PrintOctopus  |  my website   |   Fri Jun 29, 2018 @ 01:06AM
304. AMIR  |  my website   |   Sat Jun 30, 2018 @ 12:48AM

305. Shruti  |  my website   |   Tue Jul 10, 2018 @ 09:51AM

Here we provide you all the latest updates regarding Jobs and Education.

306. İkitelli Nakliyat  |  my website   |   Wed Jul 11, 2018 @ 03:34PM

İkitelli nakliyat olarak ikitelli ilçesinde ekonomik ve garantili nakliyat hizmetleri

307. Hadımköy Nakliyat  |  my website   |   Wed Jul 11, 2018 @ 03:38PM

Hadımköy nakliyat firmamız müşterilerine en ekonomik hizmeti en uygun fiyatlar ile sunmaktadır. Hadımköy parça eşya taşımacılığı, Hadımköy nakliyat ambarı, Hadımköy şehirler arası nakliyat, hadımköy nakliye, hadımköy evden eve nakliyat, hadımköy şehir içi nakliyat, hadımköy ucuz nakliyat

308. İstoç Nakliyat  |  my website   |   Wed Jul 11, 2018 @ 03:53PM

İstoç Nakliyat şehir içi ve şehirler arası nakliyat Yeşildağ Nakliyat İstoç Nakliyat şehir içi ve şehirler arası taşımacılık

309. Bahçelievler Nakliyat  |  my website   |   Wed Jul 11, 2018 @ 03:54PM

Bahçelievler nakliyat, evden eve nakliyat, nakliyat ambarı hizmetleri istanbul nakliyat

310. Zeytinburnu Nakliyat  |  my website   |   Wed Jul 11, 2018 @ 03:56PM
312. lord shiva images  |  my website   |   Sat Jul 14, 2018 @ 02:51AM

Lord Shiva Images are frequently searched by his devotees.Lord Shiva images rareis the ... There are very few and rare images of Lord shiva as destroyer.

314. manabadi  |  my website   |   Mon Jul 23, 2018 @ 01:38PM

check here all manabadi ap degree results

315. Hadımköy Nakliyat  |  my website   |   Mon Jul 23, 2018 @ 03:49PM

hadımköy ilçesinde evden eve nakliyat, parça eşya taşımacılığı, parsiyel taşımacılık hizmetleri sunmaktayız.

316. Tuzla Nakliyat  |  my website   |   Wed Jul 25, 2018 @ 04:58PM

Tuzla Nakliyat İstanbul’un Anadolu ve Avrupa bölgesindeki tüm ilçeleri arasında ve Türkiye’nin tüm illerine evden eve nakliyat hizmeti götürmektedir. Uzun yıllardır nakliye sektöründe yer alan Tuzla Nakliyat firmamız, uzman personel kadrosu ve modern nakliye araçlarıyla güvenilir nakliyatın sembolleri arasında yer almaktadır.

317. svu degree results  |  my website   |   Sat Jul 28, 2018 @ 05:48AM

manadi svu degree results 2018-

318. perrian  |  my website   |   Tue Jul 31, 2018 @ 05:46AM

thanks for the write your post. is a multinational online jewellery portal, entrenched in four different countries namely Australia, United Arab Emirates, India, and the United
States of America that believes in selling high-quality jewellery made out of conflict-free diamonds.
Perrian is well known for its beautifully cut diamonds, designs and exceptionally well deliverance for over 30 years. With proven manufacturing methods and
jewellery designs we proudly provide timeless and fashionable diamond jewellery.
The company’s agenda is to deliver fine jewellery products at the doorsteps of those who are keen to add to their regalia or gift someone on special occasions;
Saving their time and efforts.

320. marathi  |  my website   |   Sun Aug 05, 2018 @ 02:31AM

govt jobs results, admit card, hall ticket, cut off marks, merit list and other more

321. manabadi  |  my website   |   Tue Aug 07, 2018 @ 01:52PM
322. Srini  |  my website   |   Thu Aug 09, 2018 @ 11:22AM

Nice post... I completely agree with your opinions expressed here.

323. Ümraniye Nakliyat  |  my website   |   Fri Aug 24, 2018 @ 08:50AM

nice post. you good very

324. YoLee  |  my website   |   Tue Aug 28, 2018 @ 02:13AM

I appreciate author's effort in sharing this.


326. Antika Alanlar  |  my website   |   Fri Aug 31, 2018 @ 07:11AM

Antika Eşya Alanlar alım satım alanında 20 yıllık tecrübesi bulunan firmamız İstanbul Antikacılar arasında değerinde fiyat veren nadir Antikacılar dandır.

327. ken koi   |   Mon Sep 10, 2018 @ 04:15AM

Great Blog stories, i like it so much, keep updates regularly , i am always play ;

328. izmir tente  |  my website   |   Tue Sep 11, 2018 @ 01:47PM

izmir tente satan sitedir. Thank u for share.

1 2 3 4 5 7 Next
powered by Doodlekit™ Free Website Builder