When is Email Click-through Rate Important?

Earlier this year, I blogged about email open rates. Once an email message is opened, another important metric is the “click-through rate.” The click-through rate is the percent of opened messages where the reader clicks on a link in the email message.

Depending on the type of email message, the click-through rate can be critically important or not at all meaningful. For example, if the goal of the message is to get the recipient to respond by clicking on a link, then the click through rate is of paramount importance. However, if the email message is self-contained, presenting all the needed information without needing to take action, then who cares about click-through rate?…  read more>>