Click Through Rate (CTR)
The click-through rate (CTR) is the percentage of unique clicks that the links of a campaign have received, in comparison to the total number of messages delivered. Values vary from sector to sector, with 5% being a good general average.
Why is it important to measure click-through rates in email marketing?
The click-through rate (CTR) reflects the percentage of recipients who have clicked on at least one of the links in your email. This metric is essential for determining whether the content has generated interest beyond the subject line and opening rate. A campaign with many clicks indicates that the message has been relevant and has achieved its objective.
How exactly is CTR calculated?
It is obtained by dividing the number of unique clicks by the total number of emails delivered and multiplying the result by 100. For example, if 1,000 people receive the email and 50 click on it, the CTR will be 5%. It is important to distinguish between total and unique clicks so as not to overestimate the impact of users who have clicked several times.
What is considered a good click-through rate?
It depends on the sector, the type of campaign and the audience, but in general a CTR between 2% and 5% is considered acceptable. Highly targeted campaigns or those with attractive offers can easily exceed this threshold. Ideally, you should compare your own historical results to see if a campaign has performed above or below average.
How can you improve your click-through rate?
- Make sure links are visible and well distributed throughout the content
- Use clear and persuasive calls to action
- Customise content according to the recipient segment
- Don't overload the email with too many options: sometimes less is more
- Conduct A/B testing to optimise the design and placement of buttons