Nov 30, 2022 5:19 PM
Hi! I’m trying to figure out if recipients of our newsletter have been engaging more with the content of the newsletter, but the answer seems to be complicated by some factors.
For starters, clickthrough rate has gone up, which would indicate more engagement….except the open rate has gone down. A lower open rate can easily raise the clickthrough rate, even though the actual number of people clicking in the email remains unchanged.
So to dig further, I see that the dip in open rate is about 3%, but the rise in clickthrough rate is about 10%. This seems to indicate that, yes, there actually is greater engagement with the content. Except…
When I look at the click rate, it has remained relatively constant, with a deviation overtime that has remained under 0.25%.
So what is the story this all tells? If not for the consistent click rate, I’d say that engagement has increased based on the clickthrough rate (despite the modest dip in open rate). However, the click rate has me questioning this assumption. Does anyone have any insights based on this? What does all this say about engagement with content?
Dec 1, 2022 4:27 AM
A rise in CTR and fall in Open rate is a positive indication on the content front but a risky indication on the strategy front. This means that the appearance, body, content and styling of the email is something that doesn’t disappoint viewers and they go ahead and click on the CTA. However, the subject line or topic, the time the email is sent or other factors might be the reason behind declining open rates.
It thus becomes important to analyse and take quick actions before it declines even more.
These are the common practices that must be inculcated in order to prevent further decline in open rate:
Ensure you follow these basic best practices which do wonders in a long run. Also, the Marketing hub of HubSpot contains an Email marketing tool that has got amazing features along with campaigns and reports. Explore them deeper as those features can help quite a lot. To discuss further on this issue, feel free to get in touch.
Dec 1, 2022 1:58 AM
Hi @VLiberman ,
In my experience, this has been the most frequent discussion our team gets into.
In a nutshell, clickthrough rate and timespent is a good way to see the engagement but if the open rate is dropping that would signfy that audience is relating it less with the subject line/preview text. And that, tells us that these emails are narrowing down to the right type of audience.