Open rate and click-through rate are two common metrics used to measure the effectiveness of email ad campaigns.
Open rate refers to the percentage of email recipients who opened your email. It is calculated by dividing the number of email opens by the number of emails sent, minus any bounces or other delivery failures.
Click-through rate, on the other hand, refers to the percentage of email recipients who clicked on a link within your email. It is calculated by dividing the number of clicks by the number of emails delivered, excluding bounces.
While open rates can give you an indication of how engaging your subject line and preheader text are, click-through rates are a better indicator of how effective your email content and calls-to-action are in driving engagement and conversions.
At PostApex, we never measure ad performance by Open Rate for Programmatic Ads and by Click Rate (CTR) for Native Ads and Affliate Ads.
