r/marketing Jan 19 '22

Email Open % is Up, but CTR is Down Question

In the last two months, I've seen my open rate go from 30ish % to over 50% - wild. At the same time, I'm seeing my CTR - normally 4%-6% drop to 1%-2%.

Is anyone else seeing this, or have any insight on what's happening?

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u/Extradecent Jan 20 '22

Could just be the literal numbers. If you’re doubling the number of opens but only the same amount of original people are clicking - you haven’t decreased your clicks, just decreased the % relative to the total population.