I've noted that in general our open rates are pretty good (almost 40%) but the click-to-open rates are hovering around 5%. This seems low especially when the CTA is to an informational website or to download a PDF that provides far more information that is included in the email. I'm wondering if this seems low (especially since the open rates are good) and/or if you have any insight you can share.
As you're probably aware, there are a lot of variables that contribute to setting an accurate baseline for comparing CTRs.
That being said, in your own analysis, take the open rates with a grain of salt.
Open rates are notorious for becoming inflated.
Opens are tracked based on a pixel load, and many email browsers load emails as they arrive in the inbox regardless of if the user wanted to "open" them or not.
There are also anti-spam services that pre-check emails prior to delivery that could result in opens.
I am aware of these issues. However in terms of the anti-spam service prechecking I also ran a smart list and the number of actual people in our database that open email aligns to the open rate in the email performance report.
I also know that really open rates don't reflect those that may have clicked through so open or click = true open rate. So the open rate in the reporting in my experience is underreported. I'm wondering if there's a gitch on the Marketo side that is underreporting click-to-opens. Something is off given the CTA would drive people to learn more.
If the CTA in your email is using a tokenized url then double check to make sure it's set up for successful tracking.
Here's an older thread that might help: Can you use URLs in Tokens? YES - here's how.
Tom thank you for that insightful thread. Just wondering are you suggesting that the links will track better/more accurately if we use a token vs. embedding the URL in the email? Thank you
Sure no problem - I was just pointing out a common error people make when tokenizing their urls in emails, but it doesn't make much of a difference tracking-wise whether you use tokens or just embed the URL directly in the email. Just make sure you enable tracking in the WYSIWYG editor
... it matters if you include the http/s:// in the token, though, since that will make the link untracked.
thanks Sanford - I was aware of this.
http/s:// in the token, though, since that will make the link untracked
Appreciate everyone's feedback - I still think there may be an issue. Will continue to assess.
"actual people" and anti-malware/anti-phishing scanners can't be distinguished using this method, Jamie. That's the very idea behind security scanners.
Open rates could also be an indicator of how optimized your subject lines are.