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Open Rate vs Click through Rate

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To calculate the open rate we use a measurement called “known” opens.  A known open is when:
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.
To calculate the open rate we use a measurement called “known” opens.  A known open is when:

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.

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