What is a good email CTR

Email Marketing Evaluation: Understanding the Open Rate and Click Rate of Newsletters

In order to recognize how successful an email marketing activity has been, it is important to know that evaluation to take every single mailing campaign seriously. The Shipping statistics of the email marketing tool helps with various key figures. For example, it reveals how high Opening rate and Click rate failed. In this blog post we show which factors encourage the readers of a newsletter to have good opening rates and click rates.



What is the open rate in email marketing?

The Opening rate indicates for an e-mail how often the e-mail was opened by the recipients. From the opening rate in email marketing you can get the actual reach of the email marketing campaign read off. The opening rate measures the percentage of readers who actually opened the mailing. Incidentally, this also includes the view of the e-mail in a preview window, as offered by Microsoft Outlook. This is why this key figure is of great importance.

What is the click through rate in email marketing?

The Click rate records in e-mail marketing how many recipients of the mailing have clicked on at least one of the links in the mailing. The click rate in Germany is often based on its English translation "Click-through rate"or with abbreviations also" Click Rate ", CTR or click-through rate. The click rate measures the percentage of clicks performed in the mailing versus the total number of email recipients.

What do the open rate and click rate show in email marketing?

Both key figures, both the opening rate and the click rate, are determined in the standard procedure as a percentage value by offsetting the total number of all recipients - this is then called the Gross open rate or. Gross click-through rate!

It should be noted, however, that not every recipient on a recipient list can be reached. The delivery rate as an intermediate key figure is therefore important!

More target-oriented is the calculation accordingly, if one calculates the percentage value by offsetting it with the Amount of actual deliveries calculated - this is called Net open rate or. Net click-through rate.

Since, in the end, only those readers from the recipient list to whom the e-mailing could be delivered have a chance to open it Net open rate the more interesting first value. Same goes for that Net click-through rate as an interesting second value. After all, we're only interested in the number of people who actually opened the email and clicked a link in it.

Good e-mail marketing solutions - such as our dsmails e-mail marketing software - provide not only global key figures but also detailed values ​​such as delivery rates or net metrics. There are also other campaign values ​​from which exciting information can be derived.

What they mean and what email marketing manager learn from them we will show you in the following paragraphs of this blog post.

Email marketing "KPI" and optimization based on opening rate and click rate

Open rate and click rate: Unique vs. Total

With the two KPI (Key Performance Indicator) opening rate and click rate, a distinction is made between the unique and total number of openings and clicks. Under the unique, i.e. unique number we understand all those email recipients who have carried out at least one measured action.

So a newsletter has to be at least one time have been opened for the reader Part of the unique opening rate becomes. The e-mail recipient must also have clicked at least one link in order to Part of the unique click rate to become.

All again later Openings and clicks carried out are not added to the unique number. you are Part of the whole number of openings and clicks made.

A Example of the calculation of the two opening rate KPIs for 1,000 recipients of a newsletter:

  • Unique opening rate: 250 openings = 250 recipients who have opened this e-mailing at least once - this corresponds to a unique opening rate of 25%.
  • Total open rate: 500 openings = each of the above 250 recipients has opened the e-mailing twice on average - this corresponds to a total opening rate of 50%.

Bounce rate in email marketing

If an e-mail recipient could not be reached, his will be sent Email address in the bounce report. The number of all email addresses in the Bouce report divided by the total number of all email addresses in the mailing recipient pool results in the next important metric - the Bounce rate.

Is this value less than 3%, then we at dskom consider this blouncerate to be acceptable. The value increases over 3%, should be the mailing list for future email marketing promotions be cleaned up. Is the bounce rate even over 10%, is urgent need for action available.

There must be again between Soft bounces and Hard bounces a distinction can be made between:

  • Soft bounces include recipients only temporarily unavailable are. This applies, for example, to all recipients whose e-mail inboxes are overfilled.
  • Hard bounces include all recipients, their email addresses not attainable at all (anymore) is.

Soft bounces recipients you can write again. The e-mail address can usually be reached again the next time it is sent. However, if a recipient remains a permanent "guest" on the soft bounces list, the key figure for this subscriber tells us that he should be removed from the recipient pool.

Hard bounces recipients must be completely removed from the recipient lists. But before you look at all of them Hard bounce recipient addresses please check the detailed information "behind this number". It may only be one Typing error in the email address that hard bounce this subscriber into. If necessary, there is also a alternative contact person - the contact "only" has to be updated, but not completely removed.

Unsubscribe rate in email marketing

The unsubscribe rate shows us how many readers of an e-mail newsletter have unsubscribed after it was sent. This value is also one percentage measured variable - ideally, the unsubscribe rate is per mailing less than 1 percent - so only a maximum of every hundredth subscriber goes the way of unsubscribing from the newsletter.

Is the unsubscribe rate for newsletter dispatches? constant over 1%, then it must be checked what prompts the recipient to unsubscribe: the Shipping frequency, a too high advertising pressure or the "wrong" topics?

But it is also true that every email sent out leads to unsubscriptions - a 0% unsubscribe rate is an absolute exception. Is the De-registration rate at 0.25% to 0.5% so this is undoubtedly okay.

Why do people unsubscribe from an email list? There are recipients who simply change jobs. With other recipients, interests and opinions about products, services and topics change. From the point of view of these email marketing recipients, there is no good reason for continuing to receive the newsletter and they unsubscribe.

Heatmaps and click maps in email marketing



With heat maps and click maps, we can find out even more from the shipping statistics Details about the user behavior of the e-mail recipients in our campaign mailings. What do the readers of the newsletter focus on in particular? Where do people click often? What is "going under"?

With the help of the heatmaps and click maps that modern email marketing software solutions offer, is recognizable at a glancewhich images, links and buttons lead to clicks. On Elements that often led to interaction, the heatmaps and clickmaps indicate with colored "hotter" spots - the more red the better. In this way, the points of success of a newsletter are shown to us in a first step.

So you can go through this visual email marketing analysis work on the strengths and weaknesses of the current e-mailing template. Are the images, buttons and links that are important to us in positions within the newsletter that attract attention from the recipients?

Other interesting questions are: What items are used by our users preferred clicked? So we have to text-heavy or visually stunning be? We should be stronger work with buttons and calls to action (CTA)?




Increase the opening and click rate of e-mailings

Even if extensive before every e-mail is sent Spam checks are carried out, some of the mailings can still end up in the recipient's spam folder. Therefore always check whether

  • the content is "phishing-free",
  • the subject of your message does not contain spam-suspicious terms,
  • the content of the mailing does not only consist of images and
  • the chosen sender really exists.

All of this can help ensure that the delivery rate to the recipient's inbox is as high as possible. This alone increases the chances of success for your mailing campaign.

If, despite all the precautions, you notice a bad open rate in one or the other campaign, then this may be the case main focus selected in terms of content of the e-mailing and the resulting Subject unfavorable - the majority of recipients do not find the information offered interesting enough. However, relevance is a basic requirement for the success of your newsletter. You can also find out how to formulate good subject lines here on the dskom blog.


Especially for the decision on the optimal subject A / B tests Create clarity. Do you have any questions about how to do this the most skillfully? Then talk to one of our email marketing experts!


It should also be carefully considered whether the e-mailing for other reasons by e-mail providers classified as spam can be. The tests that can be carried out in advance only allow one approximate estimate to. Serious reasonsthat send the Delivery of the email impossible to get into the inbox, but you can always find out!

What defines the quality of the recipient list for email marketing


The quality of the recipient list alone plays a major role in the opening rate. The worse they are Address maintenance of subscribers in Customer Relationship Management (CRM) is - be it a CRM software or an Excel list, the fewer recipients are reached.

The Hard bounce list can be checked in the evaluation area of ​​the email marketing software. This list contains the email addresses of all those subscribers who no longer exist or whose mailboxes are already overflowing.

It is possible that there is in it too Email addresses with obvious errors are located. This could be a typo in the first name, last name and internet address or the lack of ".de" or confusion with ".com". Such errors can be corrected very easily in the customer administration.

Should be a E-mail address definitely no longer available then alternative contact details for this recipient must be sought or an alternative contact person must be researched. If this is not possible either, the data record must be shut down and kept out of future e-mailings.

If "broken" e-mail addresses are not corrected or removed in this way and are therefore repeatedly written to, this can result in a Spam marking of your sender address or your server that sends e-mails.


they think that Your sender addresses or servers already on blacklists stand? Then be sure to speak to our email marketing experts. They know more and can help you!

Evaluate and test email marketing measures

If you learn from e-mail campaigns that certain recipient groups are more interested in certain products, then customize future dispatches with these subscribers. Position these products higher up in the mailing for interested recipients. If necessary, you can also place an action button on these offers. This kind of personalization - To show certain reader groups specially tailored content - is also called segmentation. You can read more about segmentation in email marketing on our blog.

If you want to check whether this measure achieves the desired effects, then test the customization using an A / B test. Such A / B tests can also be applied to different subject lines, product colors or email designs. You send the A / B test variant with the best results to the rest of the recipient list based on these findings. The key figures in the evaluation will prove your success quite quickly.

If you look at Open rates and Click rates of his e-mailings, then this is mainly in the Relationship between mailings most exciting. The question of Industry averages are of limited usein order to be clear about the success of your own measures. The call for Benchmark data is always very loud. However, trying to relate your own performance indicators to that of other industry participants does too often inaccurate results. They simply do not have the actual values ​​of the competitors as a reliable metric.

It's even worse when you compare key figures across industries, i.e. a fashion newsletter with a health newsletter. If the data comes mixed from B2B and B2C subscriber lists, the attempt to put these key figures in relation to one another is certainly misleading.

Of course, the type of e-mailing, the number of e-mailings sent and the value of the click options within a mailing also play a major role Role for the click rate. The same applies to the sender and subject Look at the opening rate.

If you send a mailing with only two link-click options (e.g. on the homepage and the contact form), then the evaluation of the click rate is not an optimal measure of success. For an e-mail newsletter with offers and links to an online shop, things look very different.

How can I evaluate newsletter campaigns with Google Analytics?

The evaluation of mailing campaigns should not end with the analysis of opening rates and click rates or key figures such as the bounce rate and the unsubscribe rate. After all, let's get on with the action Lure readers of the newsletter to the website or to a shop.

So that we do that Behavior of readers after the click can also be observed in the newsletter is a web analysis tool such as Google Analytics necessary. There will be in the acquisition reports the newsletter data can be seen if you have the Links in the newsletter extended with UTM parameters. Without this extension, the newsletter traffic does not appear separately in the analysis.

Three UTM parameters are important: source, medium and campaign. A link to our website dskom.de, extended by the UTM parameters, would look like this in a newsletter: https://www.dskom.de/?utm_source=newsletter&utm_medium=email&utm_campaign=blog-kampagne - the source "newsletter" is thereby set by the UTM parameter "source". The (advertising) medium" email "is passed through the UTM parameter"medium"transferred. The name of the campaign (in the example: blog-kampagne) is given to Google Analytics via the UTM parameter"campaign".

In order to correctly assemble such link addresses for Google Analytics, Google provides the Campaign URL Builder in an Analytics help article.

We have even more email marketing knowledge ready for you

Our direct marketing blog offers you a great deal of specialist knowledge on all aspects of corporate email marketing and fax marketing. We would be happy to recommend these technical articles from our pen:



Do you have any questions about email marketing for your company? Then please give us a call 030 / 4990 7084 or you use our contact form. Harry Schäfer and his team will contact you immediately.