What is click-through rate (or CTR)?
The click rate in emailing is the ratio between the number of clicks made on the links in your email, and the number of successful emails (delivered to the inbox). It is to be differentiated from the reactivity rate which is the ratio between clicks and the number of openings.
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This indicator allows you to estimate the relevance of your " text " content , the attractiveness and performance of your visuals and other infographics, and the positioning of your links (good emailing tools offer you click "heatmaps" and the distribution of clicks on all the links presented.
heatmap-click-rate
This rate can be calculated in two ways: single rate or cumulative rate.
The unique click-through rate actually represents the how to build phone number list number of clickers (people who clicked on your email)
The cumulative click rate is indexed on the total number of clicks made on all the links in your email.
What is a good click-through rate?
Contrary to the speech given by Otis in Asterix, Mission Cleopatra, or by “The Unknowns” in “The Hunters, there is indeed “ a good and a bad click rate ”.
average-click-through-rate-emailing-definition
If we refer to the average click-through rate for all sectors combined, a good unique click-through rate exceeds 3% (Multiple sources: Mailchimp, Sarbacane, Smart Insights, CheetahDigital, NP6).
According to a 2023 study by the DMA, the average click-through rate for email campaigns in France was 5.30%.
A bad click rate will be below 1% . Some sectors, such as fashion and distance selling, are around 2.5% (due to a higher sending frequency: daily or several times a week).
If your click-through rate is lower , then there is still some work to be done and you will need to consider doing A /B testing on your emails to improve engagement on them:
relevance of “ text ” content to your personas (or target segments): interesting and not too promotional
quantity and placement of visuals : the more images you put, the lower the click rate will be (source HubSpot)
performance of calls-to-action intended to collect clicks: placement, color, text
link multiplicity: to improve engagement on your emails.