MarketingSherpa: Top tracked email metrics

This newly published chart from MarketingSherpa reveals an interesting development: marketers are beginning to look to clickthrough rates as a more significant indicator of engagement than the ‘open’ rate.

While the open rate on its own has never given the complete picture of engagement, it has up to now been the most popular benchmark of the success of a campaign. In the last several years opens have become a less accurate measurement because of the ability of subscribers to view emails with the images off. If images are off, the email doesn’t get counted as opened, even if the recipient did open it. It will if the recipient goes on to click on a link in the email or turns on images.

So, while opens should still be reviewed and benchmarked, it’s more valuable to include an in depth analysis of clickthroughs. Below the MarketingSherpa chart here you’ll find a list of clickthrough definitions to show you the variety of ‘types’ you have available to measure.

Definitions of Click-Throughs

  • Click-throughs in a newsletter are an important metric; and there are a number of types of Click-Throughs a marketer can measure. If you are checking industry benchmarks look at the click-through metric used – to ensure you’re measuring like-for-like against your results.
  • Total Email Click-Throughs – This metric attempts to answer the question, “How many times did a person click on a link or multiple links within this Email?” This may or may not include clicks on unsubscribe links or other links and you may find it helpful to view click-through reporting by individual link. This metric is a whole number in the form “100,000” or as an Email Click-through Rate percentage in the form “10%”. The denominator is Email Delivered and this percentage may exceed 100%. [Source: Internet Advertising Bureau]
  • Unique Email Click-Through – This metric attempts to answer the question, “How many unique people clicked on a link or multiple links within this Email?” To illustrate, if one person clicked on two links, this would only count as one unique click-through. If one person clicked on the same link twice, this would only count as one unique click-through. This metric is a whole number in the form “100,000” or as a Unique Email Click-through Rate percentage in the form “10%”. The denominator is Email Delivered. [Source: Internet Advertising Bureau]
  • Click-to-Open Rate – This metric attempts to answer the question, Of the Unique Email Opens, how many individuals took an action? This metric is a percentage in the form of 30%. It is generally calculated as either Unique Click-Throughs over Unique Email Opens; or Total Email Click-Throughs over Total Email Opens. [Source: Internet Advertising Bureau]
  • Click-Through tracking – When a hot-link is included in an email, a clickthrough occurs when a recipient clicks on the link. Click-through tracking refers to the data collected about each click-through link, such as how many people clicked it, how many clicks resulted in desired actions such as sales, forwards or subscriptions. [Source: MarketingSherpa] Here are some clicks as they relate to the purchase:
  • Click to Purchase – Data Users can correlate directly the clicks from the email resulting in transactional Behavior. From this a clear calculation of the Return on Investment (ROI) from a programme or campaign can be made. It is considered to be best practice to always pre-define measurement and success criteria and to track conversions accordingly. This can either be achieved directly using tracking technologies embedded with the email, or via a data match back process post campaign. [Source: DMA Best Practice Guidelines]
  • Click to Conversion – Data Users can correlate directly the clicks from the email resulting in a conversion rate for a required action e.g. clicks converting to sign-ups for a newsletter or a successful download on an offer. [Source: DMA Best Practice Guidelines]