Reader Mail: Understanding differences in clickthrough rates and open rates
August 12th, 2011
Recently, my colleague Brad Bortone forwarded me an inquiry from one of our readers, who asked the following:
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Can you provide any insight into why my newsletter emails would receive a 10% unique CTR and a 3% open rate? Aren’t open rates generally the larger number?
We use XXXXXXXX as our email service provider. Could this be related to how our newsletter renders in the preview pane of email clients?
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In thinking about this, I realized that many email marketers may be asking the same questions, and could benefit from an extensive reply. Besides, I don’t get much mail around here, so I was excited to help out.
Here is what I wrote in my initial reply: Read more…
