First, to understand the difference between Open Rate and Click Rate, see the definitions below:
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Email open data is obtained via a microimage (pixel) that is not visible in the email. All emails sent using RD Station Marketing contain a microimage that, when loaded, sends the email open data to the RD Station Marketing server.
However, in some cases, your leads may open email campaigns in plain text format, i.e., without formatting or images. Leads may also choose not to load images automatically in their email/server settings.
Consequently, the email prevents image loading, including the microimage, which may lead to inconsistencies in RD Station Marketing's open rate data.
Click data is obtained from the Whitelabel settings, in which access information is loaded, so that information about your lead accessing the specific link can be sent to RD Station Marketing, thus verifying the click.
The two options generate different data, since your lead may open an email campaign in plain text format, for example, and consequently this information will not be sent to RD Station Marketing. However, the same lead may still click the links in the email. In other words:
- The lead may receive the email and the email open is not calculated.
- However, the lead may also click the links in the email and this data is calculated.
- Thus, it is possible for the Click Rate to be greater than the Open Rate.
The email open confirmation used in RD Station Marketing is an international standard used to identify email opens.