Open or Click Rate? It’s the ****ing Leads…

A client achieves a 28.6% open rate from a campaign then asks:

Is that good?

It’s like there’s a magic number, which indicates how successful a campaign is, or an industry standard “pass mark” for email campaigns. We usually reply:

It depends on how much reaction you received from the campaign

Open rate graphic

What we mean is, how many subscribers clicked through to your landing page(s), called you after receiving it, or replied directly from the campaign, asking for business. In other words, open rate doesn’t mean as much as click rate.

Open click results

As you can see from the above, the open rates for January and December sent to 1,200 subscribers were similar (17%) but the click rate for January (11.4%) was better than December (8.5%).

We found there is no correlation between list size and open rate. Open rates don’t actually get worse (or better) as you increase in size.

Going One Step Further

In Market 2 All, there is a great place to see who actually clicks your links. This is the heart of the system. The leads.

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Open click results who

If you create a news item with a link to a page on your website (or any website), you can see WHO clicked the link. So if you have set up your landing page correctly with your “call to action” (with a BUY NOW button, a form, a download) and 10 people click that link and perform the desired action, you can see who clicks the link and follow up with them directly, knowing that they showed interest. They’ll never know.


You can even create a segment from those clicks (a separate list) and send them another campaign with a more targeted message.


So it’s not about the open rate. It’s about the leads.

Paul Mycroft

Having emigrated from south London, England, Paul has moved between cities in North America, building a loyal following since starting the business back in 2002. Many US and Canadian clients are with him today who were there from day one.