Open and click rates can help marketers determine whether their approach is working as intended. The higher the open and click rates are, the more people your business is reaching.
Open rate: This is the percentage of delivered email messages that have been opened.
Click-to-open rate (CTOR) : This is the percentage of delivered emails whose links or buttons have been interacted with by the recipient.
In order to track open rates, we add a one pixel image to the email itself. This is known as a "web beacon" or "tracking image". Every time a subscriber’s email program loads that image, it contacts our email marketing software, at which point the email opening is logged.
Any time a subscriber opens an email campaign and clicks on a link or button, it counts as a 'click through'. Click rates help gauge how effective of your email campaign is. Click-throughs indicate that the recipient is engaged with the content and wants to take the next step. So, when the click rates start to drop, it is time to check and revamp the content.
Conversion rates are the ultimate measure of your marketing campaign's efficacy. It is a metric of the number of subscribers or potential leads that you have been able to convince to take an action. For example, when you send out a survey form the conversion rate represents how many people actually complete the whole survey.
There are few scenarios where some metrics may be missed :
It's impossible to track open rates when a campaign has been sent in plain text format. Because of this, we advise that you send out HTML-based emails so that we can collect metrics on your campaign.
Most mailbox providers (Gmail, Outlook, etc) do not display images in emails by default. The email recipients are expected to actively click on "display images" to view the content.
So, when you send an email with image-only message and if it's not displayed by default, your recipients will view only a blank email. This will not be counted as an email open and only when the recipient clicks "display image", it'll be considered as opened.
To avoid this, Zoho Campaigns recommends you to avoid image-only emails and use text along with your images.
If you'd like a personalized walk-through of our data preparation tool, please request a demo and we'll be happy to show you how to get the best out of Zoho DataPrep.
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