Click rate or CTR is considered one of the most important email marketing metrics. It represents how well you're doing in terms of engagement. If you are trying to understand how CTRs or click rates are measured, what is an average email click rate and how you can increase the click rate and maximize engagement, this guide is for you.
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What is a click rate in email marketing?
CTR (Click through rate) or click rate is the proportion of recipients interacting with your email by clicking hyperlinks, call-to-action buttons (CTAs), or images embedded within its content. The primary objective of this metric is to assess the campaign's engagement.
The simple formula for click rate is:
(Number of clicks / Number of total emails delivered) X 100
As the click-through rate represents the percentage of subscribers who engage with your email through clicks, it serves as a valuable indicator of the ongoing level of interest your audience holds in your content.
💡 Related guide: CTOR vs CTR – Which Metric You Should Track
What is the average email click rate in email marketing?
As of July 2023, the average email click rate across all industries is 1.33% with faith-based organizations having the highest click rate (2.43%).
According to the DMA email benchmark report 2021, the average email click rate was 2.3% in 2020. The range of click rates reported was from 0.8%- 3.8%. This shows that the average email click rate has dipped over the course of 3 years.
💡 Related guide: A Complete Guide to Improving Your Email Unsubscribe Rate
How to improve email click rate
If you have an average email click rate lower than the industry standard, you might wonder what steps to take to pump up the numbers. Fortunately, you can implement a few strategies to improve the CTR or click rate:
1. Include a clear Call-to-Action
CTAs are the ultimate magnets to increase your CTR or click rate. When your CTA or click button is clear and obvious enough, the user will not have difficulty understanding where to go or take an action. Keep your CTAs brief and actionable. Also, you might want to keep it on the top of the email so it's the first thing that the user is going to see.
You can also read our guide on email CTAs to understand the button designs and tips to design a winning CTA for your emails.
2. Test your emails
It's always a good idea to test your emails to know what is working and what's not. You can try A/B testing and experiment with elements like subject lines, CTAs, visuals, and content to identify what resonates best with your audience. A/B testing helps you refine your approach over time.
Learn the intricacies of A/B testing in Mailmodo through comprehensive learning.
3. Craft compelling subject lines and preheader text
Your open and email click rate depend on your subject lines and preheader text. You need to make it relevant and attractive enough to make the user open the email and tap on that CTA.
4. Optimize for mobile
According to the Campaign Monitor’s email trends report, 81% of all the emails sent are read on mobile phones, so it's super important to send emails that are optimized for mobile. With Mailmodo, you can create, audit, and optimize your email templates. Learn more about email responsiveness here.
5. Personalized emails
Personalizing emails is not just about personalizing the first name and gender. It has transformed. Nowadays, marketing analytics and AI lets us dig into something much more important – how users behave. Behavioral data is always changing. It's collected when users do things like make purchases. This can help you send emails at the right time and say the right thing, making your user tap on the link.
The average email click rate as of July 2023 is 1.33% and stands within the range of 0.8% to 3.8% across various industries. To drive better results, you can implement steps like personalization, A/B testing, mobile optimization, and working on improving the content.
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