Click- and open rate

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Contents

Introduction

The two most important key figures when analysing e-mailings are the click rate and open rate. They provide comparisons of the success rates for various e-mailings.

Click rate

Calculation

The click rate shows the level of interaction in an e-mailing. It shows the relationship between the recipients who clicked on at least one link in the mailing and all other recipients who opened the mailing.

Click rate

Reference values Q4/2011

In Q4/2011, the average click rate was 10,3% in Germany, 9,9% in EMEA countries (Europe, Middle East, Africa) and 5.2% in North America.

Open rate

Calculation

The open rate shows the percentage of recipients who opened a mailing, not including bounces. This key figure differs from the value opened, which is also displayed in the analysis and refers to all recipients addressed.

Open rate

Reference values Q4/2011

In Q4/2011, the average open rate was 24.5% in Germany, 25.8% in EMEA countries (Europe, Middle East, Africa) and 24.8% in North America.

See also

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