About click and open tracking


The two most important key figures when analysing e-mailings are the click rate and open rate. They provide comparisons of the success rates for various e-mailings.

Click rate

The click rate shows the level of interaction in an e-mailing. It shows the relationship between the recipients who clicked on at least one link in the mailing and all other recipients who opened the mailing.


Open rate

The open rate shows the percentage of recipients who opened a mailing, not including bounces. This key figure differs from the value opened, which is also displayed in the analysis and refers to all recipients addressed.


Reference values Q3/2013

RegionOpen RateClick Rate
Germany24,8 %7,0 %
Switzerland29,9 %3,9 %
Europe, Middle East, Africa24,5 %6,9 %
North America29,5 %4,5 %