The email click-through rate is broadly calculated through dividing the number of unique clicks acquired during an email marketing campaign to the number of messages literally get to their destination. Let’s just say, if 10,000 emails are believed to be delivered at the time of the campaign and 1,000 receivers clicked at least once on the message, the click-through rate will be 10%.
If the click-through rate is primarily by default on unique clicks, and this is the most common case, then the click-through rate is actually a click-through rate.
The click rate is calculated at the emailing platform through redirects automatically inserted into the links in the message (see about “How clicks are detected and measured on an email or newsletter?”)
Normally the value of the click-through rates monitored is very variable because it highly depends on the type of message and the sector of activity. The click-through rate also depends on the action sought through the click. The click-through rates corresponding to a potential purchase on a merchant newsletter are thus naturally lower than those linked to a simple article consultation from a newsletter of an editorial site with a press title.
Spam that has passed the filters can register a click-through rate of less than 0.05% while certain campaigns can sometimes exceed 20 or 30%, or even more, for newsletters of press titles. The average click-through rate (or clickers) recorded with the SNCD’s member emailing platforms was 6.41% for 2016.
Like the open rate, the click-through rate can be strongly impacted by the quality of the email. If inactive or ghost subscribers are never removed, the click-through rate will naturally drop over time.
Using click-through rates for competitive intelligence or benchmarking is therefore tricky since they depend a lot on areas, personalization practices and list hygiene. On the other hand, the click-through rate is valuable for internal management and A / B testing emailing practices. It can be supplemented by the reactivity rate.