Similar to the open rate, the click rate indicates the percentage of recipients who clicked on one or more links in the email sent. Like the open rate, the click rate can refer to all clicks or to recipients who made at least one click. This allows you to make a statement about whether the content offered in your campaign is suitable for your persona in each phase of the process. The higher the rate, the better your content is received. The worse the rate, the more you need to work on your content. If product-oriented content such as free demos are not well received, you should try top-of-the-funnel offers such rcs database as white papers or blog posts. If these are not clicked on, your persona may already be ready for product-oriented content.
Tip, Be aware of your persona's customer journey . This determines which content is useful at which point in time.
The conversion rate also represents a percentage of recipients. It describes how many recipients carried out the desired action after clicking on a link in your email. This can be either a completed form with more information about the lead or even a purchase decision.
The conversion rate indicates how accurate and effective the content of your email and the linked landing pages are. It also tells you which phase of the sales process the leads are in. A low rate shows you that you should revise your emails, a high rate confirms your approach.