You’ve put in the hard work and sent a campaign out to your database, but before you move onto planning your next email it’s important to establish how successful your efforts have been.

How you measure the success will differ depending on the aims of your campaign. If you’ve sent a communication-based email, for example a campaign to notify customers of new store opening hours, then you’ll be aiming for a high open rate to make sure this message has been seen by a large proportion of your database. If you are launching a new product and you want people to visit the product page on your website, then you’ll want to focus on improving your click-through rate.

We’re often asked how these statistics are calculated, so here’s our breakdown of each of these key measurements and exactly how they are produced.

Open rate

The industry standard qualification of an email open is based on whether or not the recipient has downloaded the images from the received email. Unfortunately, this does mean that the stats cannot be considered 100% accurate as some recipients will still be able to read your email with the images turned off, but will not be included in the open rates. Equally, some email providers automatically download images once it lands in the inbox, meaning the recipient may have ignored the email but it could still be counted as an open.

It’s important to remember that while this might not be 100% accurate, it’s still a great indicator of opens. If you are consistently getting a 16-20% open rate and then suddenly get a 30% open rate, the change is most likely going to be down to the subject line or time of send.

Click-through rate

In MailAway, the click-through rate is calculated by dividing the number of people who clicked on a link in your email by the number of people who opened the email. Unlike an open rate, the click-through rate is 100% accurate as a click is fully trackable. Once the recipient has clicked your link you can then use Google Analytics to track the rest of the customer journey. If you’re closely monitoring your click-through rates, it’s wise to include a strong call to action and think carefully about where this is placed in the email.

Worried about your results?

There are many ways you can look at improving your results, whether it’s the open or click-through rate. As your data is totally unique to you, we recommend using the A/B testing function to understand what gets your data engaged.

Remember, if you are worried about your statistics you can get in touch with us for further support.

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