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email click thru rates in the UK

 12:03 pm on Jul 1, 2003 (gmt 0)


I am trying to gauge how successful my click thru rate (CTR) is for my email campaigns. I promote two e-commerce sites and send out monthly ‘emails’.

I am getting an average CTR from the email to the site of 6.30%. This is not my conversion rate to sales. Still working that one out.

I would like to know what others CTR are.

Many thanks



 12:51 pm on Jul 1, 2003 (gmt 0)

I have heard that a CTR of around 5% is the industry average. Some more more industry figures are below:-

E-mail Campaign CTR HighestCTR Lowest CTR Average
Sale Promotion 10.3% 0.1% 1.7%
Offline Seminar 9.2% 0.1% 1.0%
Subscription offer 3.8% 0.1% 1.4%

Source: Harte-Hanks Survey of 700 US B2B campaigns (4 million addresses) mainly in telecoms and technology sectors. Source www.emarketer.com

So yours at 6.0% is good, results on campaigns are also dependant on:-
Relevancy of the message to the target audience
Landing Page

For instance if you were giving away a £5000 hoilday in a competition sent to people that had interests in travel you would expect a high CTR.

I hope this helps.


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