What Is A Good Click Through Rate For Email

Text Vs Buttons Which Cta Should I Choose

Email Marketing: Difference between CTR vs CTOR (Click Through Rate vs Click to Open Rate)

In the early days of email marketing, a CTA meant a big orange/ green/ blue button. But, then email clients began to block images, which meant that buttons were no longer visible. And if your readers cannot see it, they cant click on it!

To overcome this challenge, marketers started to use text links in their campaigns.

And then came along bulletproof buttons, buttons that will always be displayed, regardless of images being turned off or not. So, now marketers have a choice again. But, which CTA earns higher click through rates?

Campaign Monitor conducted a test to find out what CTA performs best and found that a call-to-action button helped them increase click-through rate by 28%!

Most people scan emails instead of reading them word for word. Using a button as a CTA will draw more attention to your offer and therefore, it’s more likely to stand out to people who skim the copy. Whereas, a text link is easier to overlook.

While that is a significant improvement, at this stage I think its important that you test to see what works better for your audience. The point here is that if you use buttons today and your click through rate is low, try using text links instead in your next campaign.

Email Marketing Is Super

Email marketing is about to change with click-through rate becoming its most important metric. Although its not new, itll take time to adjust to the new reality. The good thing is email marketing has lived through a lot, and its only becoming stronger.

So, things to know about the click-through rate:

  • You calculate CTR by dividing the number of contacts who clicked on a link by the total number of people who received the message and multiply the result by 100.
  • Theres UCTR that measures unique clicks, TCTR that measures the total number of clicks, and CTOR that measures the comparison between the number of unique clicks and unique opens.
  • The average click-through rate is somewhere between 1.70% and 2.62% and depends on the industry.
  • If your CTR is below average, try cleaning up your lists and segmenting them, paying attention to the day and time you launch your campaigns, working on CTAs, images and subject lines, and trying other tips from this guide.

What To Do If Email Ctr Is Failing You

Lets get to it! There are two paths you can take to increase click-through rate.

You can look at previous campaigns that delivered good results, analyze what you did and decide if theres anything you can copy to improve current click-through rates. Sadly, this doesnt always work but it can serve as a temporary fix. In any case, a trip down campaign memory lane wont hurt and can actually provide you with new insights.

The other path is starting from scratch and taking a totally new approach to email campaigns and newsletter creating: one that is based on email marketing best practices that are deemed to ensure a good click-through rate. Those include:

In other words, try making the campaign as attractive as possible, so that the recipients have a reason to click! click! click! and reach your preferred destination your website or designated landing page.

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What Is A Good Ctr For A Pay

What’s a good CTR for a PPC ad in a Google Ads campaign? Earlier this year, a Google employee said that beginner advertisers should shoot for a 2% click-through rate. This figure is not set in stone, but it’s a reasonable starting point. According to this Googler, as you gain experience with managing a campaign, you should focus more on return on investment than click-through rate.

Other PPC experts recommend a 2% to 5% click-through rate for competitive industries and a 5%+ click-through rate for non-competitive industries. The average click-through rate is higher for non-competitive industries because customers with fewer choices are more likely to click on a pertinent ad. For example, someone looking for a pink vintage pinball machine is more likely to click on a relevant ad than someone looking for a printer.

The above figures are for the search network. Keep in mind that PPC ads on the content network will generally have a lower CTR .

Do Images Help Click Through Rates

What is a good CTR (Click through rate) for AdWords?

Vero analyzed over 5,000 email campaigns and found that campaigns with images had a 42% higher CTR than campaigns without images. This data is backed up by MailChimp in a study of 5 billion emails.

So yes, images do have a positive impact on click-through rates.

However, it comes down to the number of images.

The MailChimp study found that text-only campaigns do better than campaigns that include between 1-10 images. However, if your email includes more than 10 images , then click through rates skyrocket and outperform text-only campaigns!

Here, you can take one of two paths:

You can either choose the less is more approach , or you can go all-in and add more than 11 images in your email campaign. Either way, you could try testing both and then compare click through rates for each campaign.

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Stick To One Call To Action Per Email

When youre creating an email, it may be tempting to include multiple in the hopes that your subscribers will respond to at least one of the offers in an email. After all, the more options you provide, the more likely theyll engage with one of them, right?

Well, not exactly. In fact, this can hurt your click rates rather than help them.

Too many links can distract and overwhelm your subscribers, decreasing click-through rates in your emails. To get optimal click through rates, include one call to action in your emails to focus your subscribers on taking a single action.

In the email below from EOFire, there is one clear call to action and no question of what the subscriber is supposed to do join the class.

What Is An Ideal Click

As of December 2018, the average click-through rate for email stood at roughly 7%. Therefore, anything higher than that number could be considered a success.

However, this number is averaged across every industry, and each individual industry has its own unique audience, which should be taken into consideration. For instance, click-through rates for the transportation business average in at about 15.5%, while the salon and spa business comes in at just a 3.72% average.

With that in mind, its best to compare your average click-through rate with your particular industry, rather than the total average. That way, youll get the clearest picture of where your campaign stands and where you might need to change things up.

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Follow Email Design Best Practices

Email design is more than aesthetics. Good design choices guide the reader through an email and encourage them to click.

For starters, dont try to cram too much in. White space, the empty space around design elements, makes your content stand out.

Make sure directional elements point towards the copy, not away from it. If your design has no inherent directionality, create it by using design elements to point the eye to your call to action.

For more visual tips and tricks, check out our email design guide.

What Day Should I Send My Email Campaign

Email Open Rate & Click Through Rate Explained | What Email Metrics Really Mean

When you send an email campaign can be the difference between a mediocre campaign and a successful campaign.

If that sounds extreme, then consider the fact that you can increase click through rates by 15% just by sending the email on a different day. It sounds easy enough, right?

Research by Get Response found that the best day to send an email to get the highest click through rate is on Monday and Tuesday .

The difference in click-through rate per day of the week is only marginal these days. So, if youre used to sending emails on a Monday or Tuesday, it wont hurt to try sending your next campaign out on a different day of the week to see how that performs instead.

If youre like me, then your next question will be what time should I send it?

No one wants to see all of their hard work to waste by sending the email at the wrong time of day.

Fortunately, theres a lot of data available on the best time of day to send your email campaign.

The same study by Get Response shows us that email click through rates are highest at 6am and 6pm – with a peak click through rate range between 11am and 2pm.

So, you should send your emails in the early afternoon, if you want to increase click through rate, right?

Well, not quite.

Therefore, the best time to send an email to maximize open rates and click through rates is before and after daytime working hours.

The reason why this is the ideal time is because the person youre emailing isnt busy working.

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Q1 What Are The Email Open And Clickthrough Rates By Industry

This table, from data published as of 9 March 2021, gives the average email open and clickthrough rates by industry. The overall average open rate is 16.97%, with a 10.29% CTR – how do your email rates compare?

We do have other industry sector breakdowns of response later in this post, but since Constant Constant and Mailchimp send billions of emails a month for more than 10 million users this is probably the largest global sample of email response that has been created. They are skewed to smaller businesses using their free account options, though.

The most recent 2020 GetResponse Email marketing benchmarks sector summary also includes unsubscribe and spam rates in the full report.

It’s a useful report because it has the breakdown of opens, clicks and unsubscribes by industry for B2B and B2C markets. This shows a much lower response in some sectors such as Events, Education, and Legal Services.

The most recent 2020 GetResponse Email marketing benchmarks gives a worldwide average of open and clickthrough rates by country and by sector. This gives one of the best sources for comparing email response statistics by region.

What Is A Good Email Click

A good email click-through rate is anything above 3%. An average email CTR is 1-5%.

Because it only takes into account opened emails, your CTOR will naturally be higher than your CTR. Experts recommend aiming for a CTOR of 20-30% for promotional campaigns.

But before you start comparing stats, keep in mind that theres a ton of information out there about what is considered a good CTR.

What we consider a good email CTR or CTOR varies based on:

  • Company size

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What Are Good Open And Click

Categories: Email and web analytics, Email optimization

What is a good average email open rate? What is a good click-through rate? We get these questions all the time. The answer is: It depends. Its like asking, Whats a good price for a car? So many factors go into what drives open and click-through rates within the email-marketing e-commerce industry. Here, we list some email-marketing industry benchmarks for these metrics. Plus, we suggest some areas in your email-marketing program on which to focus to help optimize your open and click-through rates.

Difference Between Ctor And Ctr

Average CTR: Your Guide To Click

CTOR means click to open rate. The difference between CTOR and CTR is that click-through rate measures the percentage of email links clicked from received emails while CTOR measures the percentage of email links clicked from opened emails.

Example of CTOR: If you sent a newsletter to your subscribers and 1000 subscribers received it but 500 of them opened their emails and 200 of them clicked on links in the newsletter then click to open rate will be calculated as follows:


CTOR is considered as a better way of measuring the performance of your newsletter than CTR.

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Link Urls And Good Ctr

Many marketers focus on keyword selection and ad copy for improving CTR but ignore the URLs they use. The truth is, branded links are the low-hanging fruit that can ramp up your CTR dramatically with little to no effort.

Create a Bitly account today to see how easy it is to create and manage branded links.

Desiree Johnson

Content Writer, Bitly

Desiree enjoys writing and creating content that challenges and inspires people whether that’s through a blog or social media management. As a Content Writer, she creates marketing content to help people learn more about how they can ignite action with their links using Bitly.

What Is A Good Ctr For An Email Newsletter

Here, click-through rates will vary depending on the type of newsletter, among other factors. B2B newsletters tend to have higher CTR than B2C newsletters. In either case, a CTR between 10% and 20% is considered desirable. However, highly targeted emails can often attain click-through rates above 20%.

Whatever type of campaign you’re managing, remember to track your progress. Steady improvement is more important than beating some industry benchmark.

Elisa Gabbert

Elisa Gabbert is WordStream’s Director of Content and SEO. Likes include wine, karaoke, poker, ping-pong, perfume, and poetry.

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What Are Best Practices For Email Subject Lines

  • Keep it short and sweet: Fewer words makes it easier to understand.
  • Tailor it to the specific person you’re emailing: Research, research, research. Include a phrase or piece of information to show that your email is relevant.
  • Tell them what to expect if they open your email: If they know what to expect and it’s what they want they’ll be more likely to open the email.
  • Don’t use all caps or overuse exclamation points: An outreach email is never life or death, so a subject line that says “IMPORTANT!!!” will only hurt your credibility and make you seem desperate.

For 23 simple tips on improving your open rate, read this blog post here.

Make It Look Consistent With The Brand/website

What Is A Good Click Through Rate (CTR) By Industry, Season & Channel

Inconsistency with your brand will boost clicks but thats the one for unsubscribing. Since you arent pursuing that, make your emails look consistent with your website.

Adding your logo as the first element of your email is a handy way to do it.

A good example of a branded email is that of IFTTT, a cool service that lets you automate things like putting your phone on the general or silent mode and a ton more.

Heres what the IFTTT website looks like:

And heres the email that they send:

As you can see, the email is too IFTTT to not recognize.

You should strive for consistency between your website and emails.

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