The CTR in email marketing ( click-through rate ) is an essential indicator to evaluate whether subscribers take action with the messages you send them.
Knowing your click-through rate and other email marketing metrics is crucial to measuring the effectiveness of your campaigns and taking action to optimize them. In this article, you will discover what CTR is, how to calculate it, and what its optimal take email marketing service values are in current email marketing strategies.
What is CTR in email marketing?
Click -through rate or CTR is an email marketing metric that indicates the percentage of people who click on a link contained within an email compared to the total number of email deliveries.
CTR is a key indicator for evaluating the effectiveness of the call to action (CTA ) included in the email. Email marketing campaigns usually have a specific action as the objective for recipients: buying an e-commerce product, completing a survey, registering for an event, etc.
Click-through rate or CTR is the most effective metric to evaluate the effectiveness of emails in improving conversion rates. It also complements other important email marketing KPIs such as the opening rate.
Example of CTOR calculation
In the email marketing campaign example above, the open rate is 27%. That is, of the 980 subscribers who successfully receive the email, 265 recipients open it. Remember that 36 recipients click on the CTA link within the email, so the CTOR is calculated as follows:
CTOR = (36/265) × 100 = 13.58%
The distinction between these two email marketing metrics allows you to fine-tune your strategies to achieve better results:
- CTR measures the overall effectiveness of your email marketing campaigns , from the moment the recipient finds your email in their inbox and decides to open it, until 3 lessons for good advertising they click on the CTA link. It measures the effectiveness of the subject line as well as the content of the email.
- CTOR focuses on the inside of the email for subscribers who have already made the decision to open it. It is a good email marketing metric to determine if the email has an effective design, optimal placement of links, etc.
How to analyze the CTR and CTOR of your email campaigns?
Both CTR and CTOR analyze essential aspects of email marketing campaigns. In addition to paying attention to both KPIs, it is important to observe how they interact with each other .
To better illustrate its impact, below fans data are two examples that can occur in email marketing campaigns, with a low CTR in relation to the CTOR and vice versa. The implications for the email marketing strategy are different.
