Calculating OPEN RATE & CLICK-THROUGH RATE & CLICK RATE

[JTengstrom]

This is how I understand the following rates are calculated:

OPEN RATE

Unique Opens divided by Successful Deliveries minus Bounces multiplied by 100

CLICK-THROUGH RATE

Unique clicks divided by Unique Opens multiplied by 100

CLICK RATE

Unique clicks divided by Successful Deliveries minus Bounces multiplied by 100

I would like to know what numbers I should aim for if marketing to the pet care market.

Thank you,

John

[JTengstrom]

Ha-ha LOL! That's what I thought I did. I choose 'Accept as solution' because what was laid out from start to finish is acceptable.

If we're operating at a microlevel things get way too complex!

[karstenkoehler]

Hi @JTengstrom, on this page, you marked your own reply as a solution, if you could mark this one as a solution, that would be much appreciated.

[JTengstrom]

Which one? do you have a link?

[karstenkoehler]

Glad I can help, @JTengstrom!

Would you please help the community by marking my earlier post as a solution?

[JTengstrom]

Very good advice! Thank you!!

[karstenkoehler · Accepted solution]

Hi @JTengstrom,

These definitions are correct. (The "minus bounces" would be redundant; if an email bounces, it's not considered a delivery.)

Mailchimp has a great resource on average email marketing metrics right here: https://mailchimp.com/resources/email-marketing-benchmarks/ For starters, you could aim to hit these averages. (Keep in mind that statistics like these include both "good" and "bad" marketers.)

I'd recommend keeping an eye on the Health tab in the Marketing Email tool. HubSpot will give you score you on your current email performance and also point out resources:

Hope this helps!