Understanding email click rates

Description

The email click rate, also named click-through rate, is the percentage of people who clicked at least one link in your message. Accordingly, you can measure part of the effectiveness of your email by looking at how many people checked at least one link.

Why this is important

You should use the click-through rate together with other key performance indicators when analyzing your email campaign's effectiveness. Therefore, you could use this to see which links are getting the most attention after your audience opens your email. Remember to use this data to improve your strategies and plan your marketing efforts. 

How email clicks rates are calculated

Click Rate:

    People who clicked on a link / Number of unique opens

Expected results: Between 3% – 10%

The following variables may influence your email clickthrough rate:

• Purpose of the email: Sending "Happy Holidays" via e-mail might not get you the most clicks
• Interest: Keeping your campaigns targeted will ensure they get more attention.
• Link location: It's not likely people will see your link if it's hidden in the footer of your email.
• Amount of information within the email: too much information will turn people off.

Sending a short, succinct email is preferred

When reading emails, people's attention span is 15 to 20 seconds. For this reason, make sure your emails always contain a variety of links to other resources.

Distinguishing between click on send and click on open

There are two types of clicks, but only one type of open. When a campaign is open, it means that people can click on its links. Clicks on sent refer to what percentage of people clicked on all sent items. The clicks on open represent the total number of clicks on the total number of opens.

Here's an example:

We sent a campaign to 196 contacts.

There were 47 people who opened it, resulting in an open rate of 24% (47/196)

In the campaign, 10 people clicked on a link.

As a result

Click on sent = 10 rate is 5% (10/196)

Click on open = 10: rate is 21% (10/47)