Open rate vs Click rate

One thing you need to decide when running email campaigns and estimate the success of them is what exact indicator is the most relevant to you.

Only talking about email tracking (post tracking on the website is another level) there are two numbers you might look at : openers and clickers.

Depending on the goal of your campaign, either of these indicators should get your attention.

90% of the time, the click rate will be the most important number to look at. This number will give you the number of site visitors you will get to your website. All campaigns who's goal is to get users to buy online stuff or to register on the website will have to get the most clickers as possible on your creative.

If the goal of the campaign is to make an announcement or to advertise for your brand, then the open rate will be the most important number of your campaign report.