How reliable are click-through rates (CTR) in email marketing?
Click-through rates are generally more reliable than open rates because they measure a direct action taken by the recipient. However, they are not without their own limitations. For example, some email clients might preload links for security reasons, which can result in inflated CTRs. Also, if a recipient forwards the email, clicks from secondary readers can skew the data. Additionally, bots can sometimes click on links, further distorting the metrics.