What is the average click-through rate for email newsletters?
The click-through rate is important because without it, you don’t get conversions. However, there’s no single benchmark click-through rate, because CTRs depend on many factors: whether you send to a business or consumer audience, the kind of mailing you send, how relevant it is to your audience, how often you send, your opt-in process, your use of personalisation and segmentation and dozens of other factors. Most significantly, how many links you have in your email and if you are providing content such as articles, whether you include the entire article within the body of the email or you have a teaser or snippet that requires subscribers to click through to a Web site to read. Beyond that, many companies calculate and report CTRs differently – using total rather unique clicks. Many subscribers will click on multiple links, which means that CTRs based on “total” clicks are typically about two times higher than those based on “unique” clicks.. That being said, below are some ranges for
As with broadcast email open rates, there is no single answer for what statistically to expect from your emails in terms of normal or average click-through rates The number of click-throughs on a given message will depend on the audience the email message is directed toward. As with opens, the more directly interested the recipient is (alumnus, current student, etc.), the more likely they are to click on a link. Generally, you can expect 10-20% click-through rates on highly specialized, personalized messages to captured audiences. For the more general audiences, you can expect 5-10% and for purchased list audiences rates of 3-7% are the norm. The organization of information and the design flow of the message are also very important factors in attaining larger numbers of click-thoughs for your messages. Messages need to be designed for the non-reader, links toward the beginning of messages always have higher-click throughs than links later in the message, so put the most important links
