How is the relevancy and context of an email measured?

The measurement of relevancy and context of an email is best reflected by the metric that calculates unique clicks divided by unique opens. This approach provides insights into how effectively the email's content resonates with its recipients after they have taken the step to open it.

When a recipient opens an email, it indicates initial interest. The next step in assessing relevancy is whether that interest translates into action, which is where unique clicks come into play. By dividing the number of unique clicks by unique opens, you can gauge the conversion rate of engaged readers who found the content compelling enough to take action, providing a clearer picture of how relevant and engaging the email was.

In contrast, total opens count every time an email is opened, but this does not measure if the content was engaging enough to prompt a meaningful response. Similarly, total clicks might indicate the overall activity but lacks the important consideration of how many people actually opened the email first. Engagement rate generally combines various activities, but without the specific focus on users who opened the email, it may not fully capture the context of engagement with that specific message.