79% of marketers rank email marketing among their top three channels. Reports indicate that this channel can deliver a 36-40x ROI, meaning a $36-40 return for every $1 spent when done correctly. One key metric to monitor is the average email click rate.
This is a basic KPI for email marketing, indicating how well your campaigns are performing. Simply, it shows the percentage of recipients who clicked on a link in an email, thus directly assessing audience engagement and interest.
For small businesses, optimizing click-through rates (CTR) is crucial for determining content relevance, driving conversions, and achieving marketing goals. However, it doesn’t end there. Understanding email click rates is like talking about many pieces under one umbrella.
Small business owners will find value in this guide as it peels back the layers of average email click rate to compare their performance against industry averages.
Table of Contents
Key Takeaways
- Good click rates mean that your emails are working: people are reading and acting on them. This drives sales, increases customer engagement, and builds relationships.
- Remember to use analytics tools. They show you which parts of your email strategy are working and which are not. This information is powerful. It helps you make informed decisions that can lead to better performance in future campaigns.
- Be focused on A/B testing for the long term since you might stumble upon something that generates more results than your current outcomes.
Understanding Email Click Rates
Email click rates measure recipient engagement with content and indicate content relevance. These figures represent readers who interacted by clicking at least one link contained in the message(s). It is important to note that open rates reflect an action rather than just viewing an email.
Email click-rate and email click-through rates
There’s another similar metric: email click-through rates. However, these two metrics differ by a small degree.
Click-through rate (CTR) refers to the percentage of people who clicked a link within an email out of those who opened it. In contrast, the email click rate is the percentage of recipients who clicked a link out of all who received it.
This figure refers to the fraction of recipients who have opened messages and then selected at least one link contained in them. According to Myemma reports, the email click-through rate is around 2.5% on average, while the average email click-to-open rate ranges between 20% and 30%.
It varies by sector and content type. High click rates often correlate with content that resonates with the recipients, prompting them to learn more or take specific actions.
For marketers, enhancing click rates means fine-tuning several elements. Testing different subject lines, message clarity, email dispatch timing, and content relevance can lead to more clicks. It’s also crucial to ensure links are visible and inviting to the reader.
Click rate calculation
Click Rate = (Unique Clicks / Total Emails Sent) x 100
For example, let’s say you send out an email blast to 10,000 subscribers, and out of those, about 500 click a link in your campaign. Your click rate is a solid 5% (500 unique clicks / 10,000 emails delivered x 100).
Read also: 19 Types of Email That Will Boost Your Email Marketing ROI
Industry Benchmarks for Average Email Click Rates
While email click rates can vary significantly based on three factors:
- Industry
- Audience
- Campaign goals
Businesses need to have a general understanding of industry benchmarks.
On average, the click rate for emails spans from 2% to 4% across various sectors. Yet, this metric is not fixed and can vary depending on the industry context and the type of email sent.
Here are email click rate benchmarks for different industries.
| Self-Reported Business Type | Average Open Rate | Average Click Rate |
| Government | 40.55% | 4.58% |
| Media and publishing | 34.22% | 4.36% |
| Hobbies | 40.54% | 4.11% |
| Social networks and online communities | 37.14% | 3.33% |
| Non-profit | 40.03% | 3.27% |
| Games | 31.45% | 3.21% |
| Telecommunications | 30.57% | 3.18% |
| Legal | 31.40% | 3.13% |
| Religion | 43.96% | 3.04% |
| Professional services | 32.74% | 3.04% |
| Education and training | 35.64% | 3.016% |
| Insurance | 30.08% | 2.95% |
| Architecture and construction | 31.07% | 2.94% |
| Consulting | 29.61% | 2.91% |
| Agriculture and food services | 38.01% | 2.89% |
| Sports | 41.84% | 2.87% |
| Manufacturing | 29.08% | 2.82% |
| Arts and artists | 42.16% | 2.79% |
| Medical, dental, and healthcare | 34.64% | 2.79% |
| Business and finance | 31.34% | 2.78% |
| Public relations | 33.69% | 2.77% |
| Photo and video | 37.43% | 2.65% |
| Politics | 36.10% | 2.60% |
| Music and musicians | 36.94% | 2.53% |
| Unknown | 35.34% | 2.53% |
| Creative services/agency | 32.36% | 2.53% |
| Software and web app | 28.11% | 2.39% |
| Recruitment and staffing | 32.39% | 2.38% |
| Entertainment and events | 37.29% | 2.31% |
| Marketing and advertising | 29.71% | 2.30% |
| Home and garden | 35.68% | 2.27% |
| Real estate | 35.38% | 2.23% |
| Computers and electronics | 26.98% | 2.19% |
| Daily deals/e-coupons | 27.58% | 2.09% |
| Retail | 35.05% | 2.07% |
| Health and fitness | 37.06% | 1.86% |
| eCommerce | 29.81% | 1.73% |
| Restaurant and venue | 40.03% | 1.57% |
| Mobile | 31.02% | 1.55% |
| Beauty and personal care | 31.89% | 1.30% |
| Travel and transportation | 33.25% | 2.56% |
| Vitamin supplements | 27.34% | 1.19% |
| Average | 34.20% | 2.66% |
(Source: Mailchimp)
Factors Influencing The Average Email Click Rates
To improve your email click rates, consider the key factors that influence whether a reader takes action. Here are the main elements that can make or break the success of your emails.
1. Subject line
A subject line decides if an email is opened or not. Make it clear and catchy. Use words that grab attention and give a hint about what’s inside. If it sounds like something they want to know more about, they will open it.
2. Email content
The email must deliver on the promise made by the subject line. Provide useful information that meets the reader’s needs. If the content is valuable, they are more likely to click on the links.
3. Design
An email should be easy to read and nice to look at. Use clear fonts and colors that aren’t too bright or dull. Put important links where they can see them easily.
4. Mobile-friendly emails
Lots of people check emails on their phones. Your emails need to look good on small screens. Make buttons big enough to tap with a finger. The text should be big enough to read without making it bigger. If your email is hard to read on a phone, people might not click.
5. Personalization
Say the reader’s name. Talk about things that they care about. Make it clear you know who they are. This makes them more likely to click because they feel like you’re talking just to them. Keep it friendly and simple.
6. Testing different emails (A/B testing)
Try out two different emails to see which one people like more. This is called A/B testing. Send them to a few people and see which one gets more clicks. Then, use the better one for everyone else. This helps you learn what works for your audience.
7. Using data (analytics)
Check the numbers to see how well your emails do. Find out which emails get clicked on more, and think about why. Use this information to make your next emails better. Always watch your numbers; they help you keep getting better at sending emails people want to read.
Read Also: Email Analytics — A Guide to Mastering Engagement and Conversions
12 Strategies to Improve Your Email Click Rate
To improve your email click rate effectively, focus on a few core strategies that can make a big difference. Here are 18 practical ways to boost your click-through rates and engage your audience.
1. Keep your list fresh
Keep your email list updated by removing inactive subscribers and continually attracting new subscribers through sign-up forms on your website. Ensure that your list includes people genuinely interested in hearing from you.
This will help improve the chances of them clicking on your emails.
2. Segment your audience
Don’t send the same email to everyone. Break your list into groups. You might have a group for new customers and another for people who have been with you for a while. Send them different emails that fit what they need. This makes them more likely to click because the email speaks directly to them.
3. Write clear subject lines
Your subject line should tell what’s inside the email. It should be short and to the point. If it’s a deal, say it. If it’s news, say it. People are more likely to click when they know what to expect.
4. Clear calls to action
Tell readers exactly what you want them to do. Use simple words for buttons like “Buy now” or “Get more info.” Make sure these buttons are big and colorful. People click more when it’s easy to see where to go next.
5. Test email times
Not all times are equal for sending emails. Try different hours and days to send your emails. Look at the data to see when most people are opening and clicking. Then, send your emails at these times. More email opens usually mean more clicks.
6. Send useful content
People like emails that help them. Give tips, advice, or news they can use. If your email makes their life better, they will look forward to it. And they will click more because they know it’s worth their time.
7. Ask for feedback
At the end of your emails, ask people what they think. Invite them to reply. When people feel heard, they engage more with your emails. This can lead to more clicks because they feel connected to you.
8. Use social proof
Include testimonials or user reviews in your emails. When subscribers see that others have had positive experiences, they’re more likely to feel confident about clicking through. This can be especially effective for product recommendations or promotions.
9. Keep emails short and sweet
Long emails can overwhelm readers, causing them to lose interest. Keep your content concise, and make sure your links or CTA buttons are visible without scrolling too much. People are more likely to click when they can quickly understand what’s being asked of them.
10. Offer incentives
People love getting something extra. Include a special offer, discount, or exclusive content as a reward for clicking. Make the incentive clear and compelling to boost click-through rates. For example, “Click to receive a 10% discount on your next purchase!”
11. Educate instead of sell
Sometimes, the best way to engage subscribers is by educating them, not just pushing products. Provide valuable information that aligns with their interests or solves a problem. Educational content can build trust and credibility, encouraging more clicks over time.
12. Monitor and adjust based on performance
Always keep track of how your emails perform. Look at which ones get the most and least clicks. Use this data to tweak your approach. Try new things based on what works and what doesn’t. Keep on adjusting and improving using performance data to increase your email click rates.
Read also: Essential Email Benchmarks For Small Business Success
How to Analyze Email Campaign Performance and Average Email Click Rates
When you send emails in a marketing campaign, knowing how they are doing is important. This entails examining the figures that reveal how individuals engage with your emails.
Here’s an entire process.
Step 1: Use analytics tools
Choose an analytics tool that integrates with your email platform, as most email services have basic statistics such as open rates and click rates, among others.
Set up the tool so it tracks every campaign you send. This way, you gather data automatically each time.
Step 2: Key metrics to track
| Metric | Description |
| Open rates | How many people are opening your emails? |
| Click rates | How many people are clicking on links within the emails? |
| Conversion rates | How many clicks turn into actions, like purchases or sign-ups? |
| Bounce rates | How many emails are not reaching their destination? |
These metrics give you a clear picture of how well your emails are doing.
Step 3: Reading the data
After you send an email, watch how these numbers change. High open rates mean your subject lines work well. High click rates mean the content in the emails is interesting to your readers.
If conversion rates are low, though, it might mean the steps from clicking to purchasing are too complicated.
Step 4: Making decisions
Use the data to make your emails better. If open rates are low, try new subject lines. When clicks are low, make your calls to action more exciting or visible. If conversions are low, simplify the process after someone clicks.
Always test these changes. Change one thing at a time and compare the new data to the old data. This tells you if the change worked.
Step 5: Long-term tracking
Keep watching these numbers with time. Thus, you can detect trends such as which times of the year are more suitable for sending different emails. It allows you to see the effects that last long on your changes.
Related: A Step-by-Step Guide on Email Marketing for Small Businesses
Examples of Successful Email Campaigns
Let’s look at some successful email campaigns that use unique strategies to boost engagement and conversion rates.
1. Johnny cupcakes – clothing retailer
Johnny Cupcakes was an apparel store with an email list of 80k customers but no segmentation strategy. They collected information about gender, interests, brand preferences, and media habits by mining customer data from social profiles.
Using this data, they ran a product launch campaign with separate emails for men and women who had expressed interest in baseball.
This simple segmentation strategy resulted in a 42% increase in click-through rates, a conversion rate ascent of 123%, and a revenue per campaign rise amounting to 141%.
2. Doggyloot – pet retailer
Doggyloot, a flash sale site for pet products, segments its email campaigns based on dog size. By incentivizing their email subscribers to share information about their dog’s size and birthday, they were able to create targeted campaigns.
Emails segmented by dog size yielded a click-through rate 410% higher than average, contributing up to 13% of daily total revenue.
Additionally, birthday emails for dogs had a click-through rate 750% higher than the team’s average and contributed up to 16% of daily total revenue.
3. Eventful – gig and ticketing site
Eventful used personalization in its email newsletters based on artists users interacted with on their site. An algorithm was used to recommend other artists that subscribers might be interested in, thus a new email product called “Recommended Performer Alerts” was born.
These personalized recommendations were also used to re-engage lapsed subscribers, resulting in a 400% increase in reactivation rates.
The personalized “Weekly Events Guide” saw an open rate increase of 26%, click-through rates increase by 97%, and click-to-open rates increase by 56%.
Read Also: 15 Email Marketing to Inspire Your Next Campaign
Closing Thoughts
If you want your emails to succeed, you need to get people clicking. It’s as simple as that. When your readers are excited to open your emails and see what you have to say, that’s when you know you’re doing something right.
But how do you make that happen?
It all boils down to understanding your audience and giving them what they want. You need to keep a close eye on your email performance metrics and be willing to make changes on the fly. It’s not always a cakewalk, but it’s essential to stay ahead of the curve.
You’ll see some positive results by taking the time to understand and dig into what makes your readers tick.
They’ll begin to look forward to your emails and be more inclined to engage with your content. When that happens, they’re more likely to take the actions you want, whether that’s making a purchase, registering for an event, or simply spreading the good word about your brand.
FAQ
1. What is considered a good click-through rate for emails?
It can be tempting to fixate on hitting a specific number, but the fact is that what constitutes a “good” click rate is subjective. Industry factors, target market, and content type will influence it. However, if your click rates remain 2-5% or more than the industry benchmark, it’s time to celebrate.
2. How often should I review my email campaigns’ CTR?
Checking in with your click rates at least once every seven days would be wise. From this, you will have an idea of what works well and badly, as well as places where you need to make some adjustments. But don’t fret about the everyday fluctuations; just look out for general patterns in them.
3. Can the time of day I send emails affect my open rate?
The timing of email sends can significantly impact click rates. Although there are general rules (for example, avoiding late-night scheduling), the best time to send messages changes from one group of people to another. Do not hesitate to try different sending times and find out which one suits your subscribers best.
4. What do I do if my email click rate is below the industry average?
A lower-than-average click rate isn’t the end of the world. Take a step back and analyze your email content. Is it providing genuine value to your subscribers? Are your subject lines eye-catching and relevant? Are your calls to action clear and compelling? Use your findings to guide your optimization efforts and keep testing until you start to see those click rates climb.
5. How can A/B testing improve my email click rates?
By creating two versions of your email (version A and version B) and sending them to a small segment of your list, you can see which one generates more clicks. Then, you blast the winning version out to the rest of your subscribers.
This ongoing process of testing and tweaking allows you to continually optimize your email elements (like subject lines, content, and calls-to-action) and craft campaigns that your audience can’t resist clicking on. It takes a bit of extra legwork, but the payoff can be worth it!
6. How do I segment my audience for better click rates?
By breaking your subscriber list down into smaller groups based on shared traits (like demographics, interests, or past interactions with your brand), you can create content that feels tailor-made for each segment. This personalized approach can work wonders for your click rates by making your emails feel more relevant and valuable to each subscriber.
