Benchmark CTRs (click through rates)

Below are some ranges for average email CTRs for permission-based house lists. CTRs are based on unique clicks (only one click per person is counted) and are calculated as: unique clicks/emails delivered:

  • B2B email newsletters typically range from 5% to 15%. If your CTRs are consistently below that level then among other things, you are probably providing content of little value to your email subscribers. Or you may have most of the content within your email, not giving subscribers a reason or means to click-through to your Web site.
  • B2C promotional email marketing campaigns often range from about 2% to 12%. Email campaigns with less than a 2% CTR may be a result of over mailing and questionable email opt-in processes.
  • Highly segmented and personalized email lists (B2B and B2C) are often in the 10% to 20% CTR range. Also, email messages with very strong content but sent to unsegmented lists, like many news or trend-type e-newsletters, are often in the 10%-15% range.
  • Trigger or behavior-based email campaigns (emails that are sent to recipients based on some behavior they showed, such as clicking on a product link, visiting a specific Web page, etc.) are often in the 15% to 50% range.

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