Ask What is going wrong in a campaign with high open-rates but low CTR?

[Vollvo]

If your campaign has high open rates but low CTR, something might be wrong with your email content or call to action. You should check if your call to action (CTA) is clear and compelling. You must ensure the CTA stands out in your email. You should test different button colors and placements. You may have misaligned expectations, where your email content doesn't match the CTA's offer. You must optimize the landing page for a seamless user experience. You can also check if your email copy is persuasive enough. A good email should lead to both high opens and clicks.

 

[Anthony Joshua]

I've seen this happen when the subject line is great but the email content doesn't match the promise. People open expecting something specific but don't see a clear call-to-action or benefit, so they don't click. Improving the content, adding clear buttons or links, and making the next step obvious usually helps turn opens into clicks.