What is Clicks-Per-Open?
Clicks-per-open refers to the percentage measure of the number of clicks divided by the number of opens. No other metric sufficiently shows how well the content attracts, holds, and prompts the desired action from the recipients. The number of recipients opening after clicking is weighed against how many clicked in. The rate depends not only on content but also considers the type of email, targeted segment, and links. An acceptable promotional campaign averages 20% – 30%. Lower percentages indicate the content should be made more relevant/favorable to the recipients.