What is a click-to-open rate?
Click to open rate doesn’t measure the number of people who opened the emails, or the rate of opens per overall email list. Instead, it only looks at the behavior of people who did open the email, and it measures how many of those readers clicked through one of your call-to-action (CTA). Understanding this metric within your email marketing campaigns allows you to see how the format, design, messaging, and email content, itself, resonated with readers.
Often, the simple click-through rate is focused on, but that is a metric that says more about your subject line, unique opens, and email open rate, than it does about the content of the email itself. It is essential that beyond getting recipients to open the email, your content is driving them to engage, read, or buy from your eCommerce site.