Email open rate and click rate measure your prospect’s engagement with your subject lines and email content. These statistics provide key information about your email marketing and sales activities. They can be a great place to start testing and improving your emails.

Open and click rates can give you a good idea of how your emails are performing with your prospects. If an open rate is strong, it usually means your subject lines resonate with your audience. If your click rates are good, the content is relevant to prospects who open the email.

In this video, Andrew Bermudez, Co-Founder and CEO of Digsy AI, talks about how to improve your click rate, things to avoid in your email campaigns and what you should be doing with this information.

Are open rates or click rates more important?

Although both statistics are important, since a click rate directly involves an email recipient engaging with your content, it stands to reason that a great click rate should be your goal. To improve your click rate, be sure to include a link to any documents you are sharing instead of attaching it directly to the email. You will not be able to track attachments without a link.

The email open rate could matter more if a prospect who received your email is opening the email multiple times. If you have a program that shows a prospect opening an email more than once, you should call for a follow up with them right away to gauge their interest in your product or service. They could also be forwarding your email to colleagues who may be interested.

Check out the full video.

Email Open Rate vs. Click Rate - Which is More Important?

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