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Overheard a client call that changed how I see email open rates
I was at a coffee shop in Portland yesterday and the guy at the next table was on a loud Zoom call with a client. He said, 'We're hitting a 28% open rate, which is great, but look at the click-throughs. They're under 2%. People open it and bounce.' That stuck with me. I've been so focused on getting my own open rates up for my small business emails, using better subject lines and all that. But I realized I never really looked past that first number. I went home and checked my last five campaigns. Sure enough, my opens were okay, but almost nobody clicked the link to my actual sale page. It means the subject line worked, but the email itself didn't do its job. Has anyone else had this happen and found a good way to fix the content inside the email to get more clicks?
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sam53010d ago
Portland coffee shop eavesdropping is a real education. I actually had the opposite problem last year, my open rates were low but my click rate was high. It made me realize the subject line was turning off the wrong people. Maybe your content is fine but it's going to everyone who opens, not just the people who really want it. You could try making the subject line more specific so only interested people click open in the first place.
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the_henry10d ago
Disagree on this one. High opens with low clicks usually means the subject line overpromised. Content didn't deliver what the headline sold.
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