Tracking open and click through rates

OPEN RATES

These are the most widely quoted of all e-mail statistics, and yet they can present rather unreliable figures.   To give but one example, consider the person who receives emails via Outlook Express, and who has the system set so that he/she can read the email without clicking on it.   This person might well read the whole email, and yet not be recorded as having “opened” the email.  

Thus open rates always under-estimate the number of people who have read all or part of the email.   Unfortunately different open rate programs tends to handle this sort of anomaly in different ways.  Therefore we also give some figures from other campaigns recently run, so that you can see how your open rate compares with that achieved by other companies and organisations.

If you would like to read more on open rates, including a full analysis of how and why they can give misleading results please do take a look at this report

CLICK THROUGHS

The click through rates (the measurement of the number of people who click on a link to a web site) are more reliable.   We measure the click throughs to the first web address on your email.  We can measure click throughs to a variety of web addresses for an additional fee.

Click through figures are given as a percentage of those who received the mailing, not a percentage of those who are shown in the Open Rate

THE RESULTS

*Schools list: those sent to the school’s general address with the title of the teacher written in the subject line
**Subscribers list: emails sent to teachers’ personal email addresses under the “Education Management News” brand.