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Does My Email Open Rate or Your Click-Through Rate Matter More? | Keynote Clarity for Thought Leaders with Jon Cook Flash Briefing
I recently received an email from one of our clients about their latest email campaign. They’re in the financial services space and their open rate was 46.8%, which is almost triple the industry average. Their click-through rate was 13.8%, over five times the industry average.
Without knowing their industry averages, they asked me, “Are those good numbers? Which number is more important?”
A lot of marketing experts will tell you the open rate is the more important number because “Who cares what the click numbers are if they don’t even open the email?”
I agree, the open rate is important and you need great headlines to keep improving your open rate. However, the open rate pales in value compared to your click-through rate. A headline about free beer or how to make a million dollars in 60 minutes would have a high open rate, but of course, those aren’t offers that truly serve your audience’s needs.
Your click-through rate tells you how many of the people who said “Yes!” after reading through your copy and connecting with your offer. Your open rate is important because it catches your audience’s attention, but your click-through rate is even more important because it tells you how much of your audience’s attention you kept throughout your email.
If you currently send any type of marketing email to your subscriber list, I would love to hear what your open and click-through rates are. Email me those two stats at [email protected] or you can post them online and tag me @keynotecontent.
Have a great day today, and remember - your Message matters!
The Keynote Clarity for Thought Leaders Flash Briefing is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to The Keynote Clarity for Thought Leaders Flash Briefing by visiting bit.ly/KeynoteClarity and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”
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By Keynote Content with Jon CookI recently received an email from one of our clients about their latest email campaign. They’re in the financial services space and their open rate was 46.8%, which is almost triple the industry average. Their click-through rate was 13.8%, over five times the industry average.
Without knowing their industry averages, they asked me, “Are those good numbers? Which number is more important?”
A lot of marketing experts will tell you the open rate is the more important number because “Who cares what the click numbers are if they don’t even open the email?”
I agree, the open rate is important and you need great headlines to keep improving your open rate. However, the open rate pales in value compared to your click-through rate. A headline about free beer or how to make a million dollars in 60 minutes would have a high open rate, but of course, those aren’t offers that truly serve your audience’s needs.
Your click-through rate tells you how many of the people who said “Yes!” after reading through your copy and connecting with your offer. Your open rate is important because it catches your audience’s attention, but your click-through rate is even more important because it tells you how much of your audience’s attention you kept throughout your email.
If you currently send any type of marketing email to your subscriber list, I would love to hear what your open and click-through rates are. Email me those two stats at [email protected] or you can post them online and tag me @keynotecontent.
Have a great day today, and remember - your Message matters!
The Keynote Clarity for Thought Leaders Flash Briefing is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to The Keynote Clarity for Thought Leaders Flash Briefing by visiting bit.ly/KeynoteClarity and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”