Published January 20, 2020
The Answer is A.
A critical step in any marketing campaign is the process of assessing its performance. For email campaigns, this includes paying close attention to the Click Rate and the Click Through Rate.
While the two terms sound similar, these metrics are actually quite different and can significantly affect how you interpret your results.
Click Rate refers to the percentage of people who clicked on a link or CTA in an email out of the total number of recipients. This differs from the Click Through Rate, which refers to the percentage of people who clicked on a link or CTA in an email, based on how many opened that email. Understanding this difference is crucial to extracting the most valuable information from your analysis, as these statistics can tell very different stories about the same email.
For instance, if an email has a very low Click Rate, one might assume that recipients found the body of the email to be uninteresting and not worthy of engagement. This may not be true at all, though! If that same email has a strong Click Through Rate, it actually suggests that the problem was not with the body of the email itself, but with a factor relating to the Open Rate—such as subject line, preview text, or perhaps even the name of the sender.
By understanding this key difference, you can save yourself the trouble of fixing something that wasn’t broken in the first place and avoid the misstep of overlooking an actual weakness in your email campaign.
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