email CTR and CR

[lloyd]

I have just been working out my CTR and CR (Conversion Rate) for my email campaigns.

I am therefore trying to gauge if we are performing well, average or pants.

My average rate for the last year has been:

CTR - 4.51% (excluding bounce backs 5.64%)

CR (total number of orders/total number of Click Throughs - yes we are a UK ecommerce site) - 2.72%.

How do these compare to everyone else?

[TravelSite]

Based on my experience that seems pretty good and quite a high click through rate. The second aspect of emails is that it reminds your customers that you're out there...so that when they need your services they'll turn to you.

Another good thing you might try doing (if you're not already doing it) is to track which parts of your newsletter people click on. We did this and found some surprises, allowing us to change the newsletter to better reflect our customer needs.

[Receptional]

Sounds quite good to me, but statistics can be deceptive though can't they? Look at it this way:

Out of 10,000 emails:
5.64% bounce leaving 943.6
4.51% of these click through making 42.55
2.72% of these buy making 1.16 buyers.

So - another way is to say conversion rate on emails is 1.16 in 1000 which is 0.1%.

That still sounds not bad for email, but really depends on the loyalty of your list.

Dixon.