How does the audience interact with your emails when they open them? This is the question answered by the reactivity rate, a very useful indicator for evaluating the real engagement of recipients with your messages. More precise and strategic than a simple overall click or open rate, it reveals whether your content truly incites action.
Analysis: Definition and Calculation of the Reactivity Rate
The reactivity rate (Click-to-Open Rate or CTOR) compares the number of unique clicks to the number of unique opens. It thus measures the real engagement of people who have opened an email.
To calculate it, the formula is as follows:
Reactivity Rate (%) = (number of clickers / number of openers) × 100
For example, if you send an email campaign to 10,000 contacts.
Out of these 10,000 sends, 2,000 people open the email: these are the openers (or unique opens).
Among these 2,000 openers, 300 people click on a link: these are the clickers (or unique clicks).
Then, apply the formula: reactivity rate = (300 / 2,000) × 100 = 15%
Conclusion: 15% of the people who read the email were sufficiently interested to click on a link.
The reactivity rate is an excellent indicator of the performance of an email’s content (text, offers, visuals, etc.).
What is a Good Reactivity Rate?
A reactivity rate above 10% is generally considered high. However, this varies depending on the sector. According to the agency Mojo, the average reactivity rate in email marketing in 2024 was around 12%, with notably 15 to 20% for B2B, and 8 to 14% for B2C.
Why Aiming for a Good Reactivity Rate Can Change Everything?
The reactivity rate does not just measure the number of clicks; it reflects the interest in your content beyond the subject line. It is an essential measure to assess the relevance of your campaigns: an eye-catching subject line can generate openings, but only convincing content incites clicks. The reactivity rate thus differentiates emails that are merely seen from those that truly engage. Unlike the overall click-through rate (CTR), it shows whether the message delivers on its promises once read.
Another important point is that it also affects deliverability. A good reactivity rate proves that your sends are pertinent, which enhances your sender reputation. Conversely, a low rate can, over time, make your messages less visible.
Factors Influencing the Reactivity Rate
The Quality and Relevance of the Content
Simply having a message opened guarantees nothing: the content must still spark immediate interest and encourage action. Recipients are more inclined to click a link in an email that precisely meets their expectations, needs, or concerns. This requires clear, structured writing, with an explicit promise and genuine added value.
Visual aids also play a crucial role. Integrating dynamic content such as GIFs, engaging images, or even videos often helps make a message more attractive.
Design, Layout, and User Experience
How the content is presented strongly influences reader behavior. A smooth, streamlined, and responsive layout offers an enjoyable reading experience, both on desktop and mobile.
Think aesthetics but also ergonomics. The design should guide the eye, enhance the message, and reduce the number of obstacles to action. Opt for a fluid display, a quality visual aspect, well-visible and easily accessible call-to-actions (CTAs); essentially, something pleasant to view, navigate, and that encourages clicking rather than closing.
Segmentation and Personalization
It cannot be overstated: segmentation is key! Segmenting your contact lists allows the construction of messages tailored to each subgroup of your base. And it is not just about the name in the subject line, but a fine understanding of behaviors, preferences, purchase histories. By personalizing your content based on these elements, your email has a better chance of resonating with its recipients.
Strategies to Concretely Improve Your Reactivity Rate
Conduct Targeted Testing
Test different versions of the same message. You can then precisely measure the impact of the changes on the reactivity rate, not just on the open rate or the overall click-through rate.
Tell an Engaging Story
Focus on emotion or storytelling, it is generally more engaging. Starting an email with an anecdote or client testimony immediately gives the message depth and draws attention. At the end of reading, a simple addition like a well-formulated P.S. (“P.S.: Did you like it? Discover the follow-up here.”) can lead to an additional click.
Personalize the Content
Offer product recommendations or articles related to the recipient’s past behavior. The message will be more relevant. Content can also be automatically adjusted according to declared preferences, industry, or user persona. This type of personalization greatly increases click chances, as the message seems tailor-made.
Adjust Frequency and Avoid Fatigue
You definitely do not want to bore your subscribers with an overload of emails. Monitor signs of disengagement (repeat non-opens, unsubscribes, etc.). Based on these, it may be useful to modulate the sending frequency or set up targeted reactivation sequences.
Analyze Weak Points to Better Adjust
If a segment has a good open rate but a low reactivity rate: rework the content and the CTA.
If a segment has a good reactivity rate but a low open rate: review the subject line and timing.
The reactivity rate is a valuable indicator to know if your emails hit the mark once opened. It helps you understand what truly appeals to your readers, improve your content, and strengthen your campaigns. By integrating it into your strategy, you will gain in precision, relevance, and results.
