According to Silverpop‘s 2009 International Email Marketing Metrics Benchmark Study the average email click-through rate or CTR is 4.5 percent and the median is 2.4 percent.

Silverpop examined 7,000 emails sent in July 2009, ranging from promotional emails to email newsletters across a range of industries, in order to calculate benchmarks for the click-through rate (CTR), click-to-open rate (CTOR), and clicks-per-clicker.

Silverpop derived the click-through rate or CTR by dividing the number of clicks on links in an email message by the number of delivered email messages in a campaign.

The click-to-open rate is the ratio of unique clicks as a percentage of unique opens. It measures click-through rates as a percentage of messages opened, instead of messages delivered.

Clicks-per-clicker measures how often a recipient clicks links in the same message. It captures actions by recipients who either click a specific link multiple times or who click more than one link in the email message.

Here are Silverpop’s findings regarding the typical click-through rates (CTR), click-to-open rates (CTOR) and clicks-per-clicker in 2009:

Click Through Rate (Unique)

• Average 4.50 percent
• Median 2.40 percent
• Top Quartile 5.60 percent
• Bottom Quartile 1.00 percent

Click-To-Open Rate

• Average 18.50 percent
• Median 15.00 percent
• Top Quartile 26.50 percent
• Bottom Quartile 6.80 percent

Clicks-Per-Clicker

• Average 1.45
• Median 1.34
• Top Quartile 1.6
• Bottom Quartile 1.19

Related Posts

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• Email Open Rates Steady, Click-Through Rates Decline

This entry was posted on Monday, February 8th, 2010 at 2:13 pm and is filed under Conversion, Email Marketing, Feature. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.