Calculating the Click-through Rate for Your E-Mail Marketing Campaign

Your click-through rate is the number of unique individuals who click one or more links in your marketing e-mail expressed as a percentage of total tracked opens. Links could include

  • Web links that point to web pages such as links to your website.

  • Social links that point to social media actions, such as when someone Likes your e-mail content:

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E-mail marketing programs (EMPs) calculate the click-through rate by taking the total number of unique individuals who click a link in your e-mail and dividing by the total number of tracked opens. To do it on your own, use these steps:

  1. Subtract any multiple clicks attributed to a single subscriber from the total number of clicks on all links to get total unique clicks.

    For example, if your e-mail contains one link and ten people clicked the link twice, subtract ten from the total number of clicks.

  2. Divide the total number of tracked opens by the total number of unique clicks to get clicks per open.

    For example, if 30 of your e-mails track as opened and you receive 3 unique clicks, your e-mail received 0.1 clicks per open.

  3. Multiply clicks per open by 100 to get the click-through rate.

    For example, the click-through rate for 0.1 clicks per open is 10 percent.

Because clicking a link in your e-mail causes the e-mail to track as an open, your click-through rate never exceeds the number of tracked opens. Your e-mail may receive more total clicks than tracked opens, however, because some people click a single link multiple times or click more than one link in your e-mail.

Even if your audience clicks multiple times, your click-through rate represents only the number of unique individuals who click one or more links. Most e-mail tracking reports also allow you to view the total number of clicks attributed to each unique individual as well as showing you exactly which links are clicked. Average click-through rates vary widely by industry.

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