Why Opens Aren’t the Best Way to Track Email Engagement
Let’s be honest—how often do we get excited when we see that an email we sent was "opened"? We might even pat ourselves on the back, thinking the recipient is now reading every word with rapt attention. But here’s the reality: an open doesn’t mean the email was read or even noticed.
Here’s an example: Imagine sending a proposal to a client, and you see that the email has been "opened." Great, right? But what if they just clicked into it by mistake, got distracted, and closed it without reading a single word? It still counts as an open. Or worse, what if their email client previewed the email automatically? That would still register as an open, even though no one actually looked at it!
Relying solely on opens is like judging the success of a restaurant based on how many people glance at the menu through the window. It doesn’t tell you if they came in, enjoyed the food, or even read what the restaurant offers.
Clicks: A More Reliable Measure of Engagement:
Now, let’s shift to a better way of measuring interest—clicks. If your email includes a link (say, a proposal PDF, a demo scheduling page, or even a "Learn More" button) and the recipient clicks on it, you can be confident they’ve taken a genuine interest in your message.
Here’s another example: Picture this—you’re running a campaign for a new product, and you include a link to the product brochure. Out of 100 emails sent, 10 people click the link. Now you know exactly who is interested, and you can follow up with those 10 people instead of assuming all 100 opened and read your email.
Clicks show intent. If someone clicks a link in your email, they’re not just opening it—they’re engaging with your content and taking the next step.
How Recruitly Makes This Easier
Recruitly helps track both opens and clicks, giving you insights into your email performance.
Opens: These are indicated by a blue tick, showing whether the recipient's email client registered the email as "opened." While this is helpful, it’s not always reliable for measuring true engagement.
Clicks: This is where the magic happens. By using the Marketing Campaign Stats section in Recruitly, you can track the number of people who clicked on links or buttons in your emails.
For example, if you send out a job posting to candidates and include a link to apply, the click data will show exactly how many people clicked that "Apply Now" button. No guesswork, just real, actionable insights.
A Personal Take
I’ve personally been there—checking open rates obsessively after sending out an important email, only to wonder if the recipient actually read it or just skimmed past it. When I shifted focus to tracking clicks instead, it was a game-changer. I stopped chasing after people who hadn’t even engaged with the email and instead prioritized those who were genuinely interested.
So, next time you send an email, don’t just stop at opens. Look at the clicks—they’re your best indicator of whether your email sparked curiosity, interest, or action.
