Email click-through rate (CTR)

Introduction

Clicks are the driving force behind your email marketing. The click-through rate (CTR) shows how many recipients click on your links or buttons. A high CTR = more traffic, more revenue.

What is CTR?

• Formula: number of clicks ÷ delivered emails × 100.
• Example: 250 clicks on 5,000 delivered emails = 5% CTR.

Benchmarks (Xendy customers)

• E-commerce: 4–8%
• Non e-commerce: 2–3%

What affects CTR?

• Relevance: the better your content matches the interests and behaviour of your recipients, the higher the chance of clicks. Think of product recommendations based on previous purchases or tips that match the recipient’s profile.
• CTA: make your call-to-action clear, visible, and enticing. Use action-oriented words like Shop now or Download the guide. Stick to one main action to avoid confusion.
• Design & mobile: a scannable layout with headings, white space, and visuals increases click readiness. Optimise for mobile: more than half of recipients read emails on mobile devices.
• Timing & frequency: send emails when your audience is most engaged. Mid-week and business hours often work well, but test to see what works best for your audience. Keep your rhythm consistent and avoid over-mailing.
• Personalisation & segmentation: don’t send the same email to everyone—segment based on behaviour, interests, or purchase history. Add personalisation like first name or recommendations to make the email feel more relevant.
• Trust: without trust, there’s no click. Use a recognisable sender name, add social proof (reviews, certifications, badges), and make sure your links lead to a reliable, secure page.

How to improve your CTR

• Write clearly and concisely: focus on one key message and one clear action. Too much information distracts and lowers CTR.
• Make your CTAs stand out: use a large, prominent button above the fold. Use action-focused text: Shop now, View deal, Claim discount.
• Segment smartly: send relevant emails based on purchase history, category interest, or recent behaviour. This makes your message feel personal and targeted.
• Personalise: use the recipient’s name and reference recently viewed or purchased products. Add dynamic recommendations to provide extra value.
• Optimise for mobile: choose a single-column layout, short paragraphs, and large tappable buttons. More than half your readers open emails on mobile.
• Test & learn: run tests on subject lines, CTA text and placement, content block order, and send time. Small improvements can make a big impact.
• Create urgency: encourage action with time-limited offers, stock alerts, or a countdown timer. Urgency can significantly increase clicks and conversions.
• Use social proof: show that others trust you. Add star ratings, short customer quotes, or badges like “Trusted by 10,000+ customers”.

Common mistakes (and solutions)

• Unclear or hidden CTA: always include one clear button with a contrasting colour and action-oriented text. Don’t bury your call-to-action in long paragraphs.
• Too much content: keep your emails short and scannable. Focus on the essentials and link to your website for more details.
• Not mobile-friendly: use a responsive template. Think large tappable buttons and a single-column layout to ensure readability on mobile devices.
• Generic emails: avoid sending the same message to everyone. Segment based on behaviour and preferences and personalise with names, past purchases, or interests.
• Misleading subject lines: always be honest. Make sure the subject line matches the content. Avoid clickbait, as it harms trust and increases unsubscribes.

Frequently asked questions