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email click thru rate for UK market

 8:22 am on Apr 11, 2003 (gmt 0)


I'm responsible for the promotion of two ecommerce sites in the BtoC market.

We have just started running our first email campaigns.

My first question is what is the average (if there is one) of click thrus from an email just on to the site in the Bto C market.

My second question is what is the average conversation rate in the same market from those who have clicked thru.

Many thanks.



 11:05 pm on Apr 11, 2003 (gmt 0)

Sorry I can't help you with this at the moment, LLoyd

However, depending on whether a quotation comes good or not, I may be about to launch an e-mail campaign, complete with split-run testing etc

If we are lucky ebough to get the order, I will happily share the click-thru results back here.


 8:35 am on Apr 15, 2003 (gmt 0)

Hi 4Eyes

That would be great.



 11:28 am on Apr 23, 2003 (gmt 0)

Hi Lloyd,

Not a hard and fast answer, but we had a PR company send out an email to over 100,000 students re: B2C and the response rate was 0.05%.

Apparently the view rate was reasonable at 1.32% however the activation or direct response was clearly very poor - shows the importance of getting the advertising right for the medium in question.

Hope that helps.



 10:55 am on Apr 24, 2003 (gmt 0)

Hi Lloyd

We do alot of email marketing and there aren't any research figures that I've come across, but we generally see about 0.5-4% click throughs for rented opt-in BtoC lists.

Regular emails to owned opt-in lists (eg: email newsletters) are much higher - anything from 15-40%.

Can't really give you anything that covers conversions - they're incredibly varied depending on the creative, incentives, broadcast day/time etc etc.

If you need some general info, then www.clickz.com is very helpful, it covers US email marketing, but the general advice is good.

Hope that helps, feel free to contact me offlist if you need more specifics.


[edited by: engine at 11:50 am (utc) on April 29, 2003]
[edit reason] no sigs, thanks. [/edit]


 9:29 am on Apr 25, 2003 (gmt 0)

When people mention click rates, are they calculating click rate based on numbers that open or click rate based on total sent?

We have approximately 30% open rate and a 20% click rate on that, which is effectively a 6% click rate on total sent.

(Based on a mailer to 300,000)

Any one else care to share?

<edit reason> can't spell! </reason>


 9:40 am on Apr 25, 2003 (gmt 0)

Personally I don't put much store by open rates, because the preview window in Outlook counts as an open, which muddies that result immediately.

And we always base click through rates on numbers sent. You can also do it via number actually delivered, which excludes bounces. Depends on what your reporting software can handle.



 4:19 pm on Apr 28, 2003 (gmt 0)

depends on way the list comes from, it's self generated via your sites or bought in,

16% - self generated via customer sign ups.
as low as 0.01% when purchased in error


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