Tracking and analyzing performance is crucial to the success of your email campaigns, but it isn’t easy to make sense of the numbers you see when you’re first getting started.
One of the most frequent sources of confusion is the difference between the similar-sounding email “opens” and email “clicks.” While they represent very different actions from your recipients, both are key numbers to look for in your analysis and to aim to improve as you move forward.
Any email marketing solution worth using will give you reporting about these metrics, but for the purpose of answering this FAQ, here is what a version of this data would look like in our DSS CRM software email marketing dashboard:
The first step, though, is understanding what you’re looking at. Is “opening” an email really different from “clicking” on it? The answer is yes—and here’s why.
What Do Email “Opens” Mean for My Email Campaign?
“Opens” or “open rates” measure how many people opened up your email and looked at it. Hopefully, they read it, but there’s no guarantee they did any more than glance at it, and there is no way to track how long they looked at the email.
While that may seem really straightforward, there is a hitch. The number of “opens” you see may not represent everyone who viewed your email.
To collect data on the “open,” the recipient must allow HTML and images in their emails. Some people do not, especially on mobile, so you have no way to know if those recipients opened the email you sent. Instead, you’ll see a separate section of your CRM email reporting data that shows those emails were “delivered, not tracked.” This is something to keep in mind as you review an email campaign’s performance, especially if it was targeted for mobile-heavy audiences.
It also worth noting that, since “opens” happen before the recipient has read the content of the email, open rates often have more to do with how compelling your subject line is and the relationship your law firm has with the recipient.
If your open rates are struggling, you can work on improving your numbers by improving the subject lines you write for your emails.
What Do Email “Clicks” Mean for My Email Campaign?
“Clicks,” “click-throughs,” “click rates,” or “click-through rates” measure how many people clicked on a link within your email.
While “opens” only measure how many people look at your email, your “clicks” represent how many people read the content of your email and were compelled to click through to your target page. For example, the “clicks” for an email about your new book might represent how many people clicked on the link to the offer page from the email you sent.
This is an important number because it helps you measure how effective your emails are at driving traffic to your website and convincing readers to take action.
If you’re getting lots of “opens,” but your “clicks” are suffering, you need to look at the “meat” of your email campaign:
- Do your emails look good? Find out how to build eye-catching emails with the DSS Advanced Email Editor.
- Does your email content speak directly to your audience? Does it make sense and explain how your message or offer is relevant to their lives?
- Did you include a call to action that asks readers to click on the link or button? Do they understand why they’re clicking and what they’ll find when they get there?
Your “click rates” have everything to do with what people see (and how they feel) after they’ve opened your email and started to read, and everyone’s “perfect clients” are different. As you improve and adjust your email content, keep testing your ideas and measuring the results. Good tracking and analysis are the only ways to make sure you’re hitting the mark with the people who matter most to your business.
Do you know how well your emails are performing? Are you happy with the numbers you see when you look at your campaigns? If you need help tracking, analyzing, or improving the emails your law firm sends, reach out to our team at 888.886.0939. You can also learn more about how to do it yourself in DSS.