I was wondering if there was a particular reason CM calculates Clickrate by
clicks / opens
whereas it seems industry statistics data is being calculated
clicks / (sent - bounce) ?
I'm trying to give my client a thorough overview of their campaigns versus industry standards and seem to have to explain that "their" clickrate isn't really "better" than others because blablabla calculation method etc...
Any help or insight appreciated.
The click rate is designed to give you an idea how many people who opened the email actually took action on it to follow a link. It wouldn't make much sense to include people who didn't open the email in the calculations, as those people were never exposed to the links in the first place.