CTR (Click Through Rates)


CTR stands for Click-through rate. Along with open-rate, it is one of the critical metrics used to measure the efficacy of your email marketing campaign. The formula for calculating CTR is quite simple.

CTR = (Number of unique clicks / Number of emails opened ) * 100%

Let’s take a simple example to understand CTR. Let’s say that you send out a email marketing campaign to 100 recipients, and of those 100 email’s, 40 recipients open your email. Let’s assume that we get 10 unique clicks from those 40 opened emails. This would give your campaign a click-through rate of 25%, since 10 clicks divided by 40 opens equals 0.25 multiplied by 100.

Why is CTR important ?

Click-through rates help determine the relative success or failure of an email marketing campaign. CTR being a metric that resonates with engagement, the higher the click-through rate, the more engaging or more successful an email campaign is. CTR’s vary from sender to sender and there is no industry benchmarks. SmartInsights has collated some data related to CTR across multiple industries, countries and ESPs. However, there is no standard value for what constitutes an ideal click-through rate for transactional emails.

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