We are often asked what would be considered a good email clickthrough rate (CTR).
The answer is always the same…there isn’t one.
Why not? Because CTRs depend on countless factors affecting an email campaign including:
- Your audience. The email CTR you can expect from a business audience will be considerably different from the average email clickthrough rate achieved by an email campaign targeted at consumers.
- Your message. A standalone marketing email works differently from articles and newsletters. Advocacy appeals on average have a much higher CTR than fundraising appeals. An HTML email with graphics will have a different impact than a plain text email.
- Your relevance. If the messaging of your mail is highly relevant to your target audience, it is most likely to result in better CTRs.
- Your frequency. Finding just the right balance in the frequency of your emails is important.
- Your links. Every link in an email is an opportunity to get a clickthrough. The number of links, the position of links, and the emphasis on links you include in your email play a role in the email CTR you get.
- Your content. If your email contains articles, the email CTR will vary between emails that contain the entire article in the email body and emails that provide a synopsis requiring the reader to click through to read the full article on your website.
- Other factors. The email opt-in process you adopt, the level of personalization, the way you segment your email list, and many other factors play a role in determining the average email clickthrough rate.