1. The subscriber enables the images in your email to display either in the preview pane or in a full view of the email
2. The recipient clicks a link in the email.
So for bragging rights, a high open rate makes you look good. But to get the best out of your campaigns, you want action or engagement not just an open. That’s where the click-through rate comes in. If you achieve a high click through rate, you are more likely to create engagement through product sales, event updates and coupon redemption.