What is the average click-through rate for emailing?

In addition to deliverability, the open rate and the click rate are the two indicators on which marketers focus after sending their emailings (newsletters, promotions). A good open rate means that the sender inspires confidence, that the subject line is impactful. What is a good click-through rate? What is the rate of click means by  emailing ?

What is the click-through rate?

The click-through rate in emailing is the ratio between the number of clicks made on the links in your email, and the number of completed emails (delivered to the inbox). It is to be differentiated from the reactivity rate which is the ratio between clicks and the number of openings.

This indicator allows you to estimate the relevance of your " text " content , the attractiveness and performance of your visuals and other infographics, and the positioning of your links (the right emailing tools offer you click "heatmaps" ”And the breakdown of clicks on all the links presented.

This rate can be calculated in two ways: single rate or cumulative rate.

•             The unique click-through rate actually represents the number of clickers (people who clicked in your email)

•             The cumulative click-through rate is indexed to the total number of clicks made on all the links in your email.

What is a good click-through rate?

Contrary to the speech given by Otis in Asterix, Mission Cleopatra, or by “The Unknowns” in “The hunters, there is indeed“ a good and a bad click-through rate ”.

If we refer to the average click rate across all sectors, a good single click rate exceeds 3% (Multiple sources: Mailchimp, Mailify, Smart Insights, CheetahDigital, NP6). A bad click-through rate will be below 1% . Some sectors, such as fashion and mail order (distance selling) are around 2.5% (due to a higher frequency of sending: daily, or multi-weekly).

If your click rate is lower , so there is still some work to do and you have to think about making the A / B testing on your emails to improve engagement on these:

•             relevance of “ text ” content to your personas (or target segments): interesting and not too promotional

•             quantity and placement of visuals  : the more images you put, the lower the click rate will be (source HubSpot)

•             performance of call-to-action designed to collect clicks: placement, color, text

•             multiplicity of links: to improve engagement on your emails.

What is the average in your sector?

According to a study carried out by GetResponse and Holistic Email Marketing on more than 2,150 customers ( available here in English ), here are the average click-  through rates by sector:

What is the average locally?

Among our clients, in several sectors of activity, we see more or less the same average annual rates. They are between 3.5% and 6.8%.

Note, however, that emailing is only one component of an effective digital strategy . Do not forget to work, among other things, your natural referencing , your presence on social networks  and of course your editorial strategy, which is essential for your visibility.

If you want to deepen your thinking, do not hesitate to consult our dedicated page to find out how to set up a digital strategy  or to download our guide for free .

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