Email Click Through Rate
Email marketing is the process of nurturing your leads through email as they move through the sales funnel. B2B marketing emails include different information depending on where the recipient is in their buyer’s journey. The emails may offer more information, encourage the recipient to make a purchase, offer limited time sales pricing, or urge an existing customer to come back to your shop or website.
Email marketing is especially useful for B2B clients because it gets your service or offering directly in the recipient’s line of vision. When they open their emails, they see your pitch in the subject line, and they have the option to easily learn more or make a purchase without having to call you or visit your website on their own. Email marketing keeps your business on the front burner for prospective clients.
The main reason businesses use email marketing, however, is that it works — it’s 40 times more effective than social media marketing, and it tends to have a high click through rate. What is an email click through rate? The email click-through rate definition refers to the percentage of time someone clicks through to your site or makes a purchase based on your email.
The click-through rate formula is pretty straightforward. You just take the number of people who clicked through. These are the people who took the action you wanted them to take, whether that’s going to your site, downloading an ebook, calling your sales team, or making a purchase. Then, you divide this number by the total number of emails you sent.
As an email click-through rate calculator will tell you, if you send out 200 emails and get 10 clicks, you have a click through rate of 5%. The email click-through rate formula is not a unique click-through rate formula. It works the same as calculating the click through rate on an online ad or anywhere else. You can use a click calculator to make calculations easier if you like.
Average Email Click Through Rate
Right now, the average email click-through rate is falling, but at the same time, the average open rate is increasing. This means that more recipients are opening marketing emails, but they are clicking through or taking action at lower rates. Writing stronger emails, customizing your email content, and doing A-B testing can help you improve the effectiveness of your email marketing, but you may also want to expand your focus to include email signature marketing.
The standard marketing email includes newsletters, lead nurturing, content and webinar promotion, new product announcements, and other emails primarily focused on marketing. Email signature marketing, in contrast, refers to using the email signature in regular emails as a marketing tool. For instance, when your employees send customer service emails or emails to B2B clients, the body of the email should address the topic they’re emailing about, but the signature should include essential information about the company and a call-to-action.
Businesses that want to increase their average click-through rate should use both traditional email marketing and email signature marketing. At this point you may be wondering, What is a good email click-through rate? The rate varies, but on average, the overall average click through rate tends to be about 1.28% on targeted emails, while the unique average click through rate is about 3.25%. However, a high-quality email signature can substantially increase both of these numbers.
The unique click-through rate only counts the very first time someone opens an email and clicks through. It doesn’t take into account subsequent clicks from the same person. When you work with a company that helps you design templates for your professional email signatures, they can show you how to improve email click-through rate with your signature.
Companies like Terminus track the click-through rates on all kinds of signatures, and they break down the effects of different numbers of words, colors, and more on the click-through rate. Their tools can be a significant help if you’re trying to figure out how to improve click-through rate email marketing.
Email Click Through Rate Average
To understand how effective your email marketing and email signature marketing efforts are, you need to track your click through rates. Tracking the email click-through rate average can help you compare the efficacy of different types of emails or between different types of signatures.
You can also use the click-through rate to compare your efforts across different marketing channels. For instance, the average click through rate on emails tends to be higher than the average click through rate on social media posts, but your business may be different. Ideally, you should look at both of these numbers.
First figure out how to calculate click-through rate on Facebook, Twitter, or other social sites. Then, if you notice that your click through rate is higher on social media, you may want to focus your efforts there rather than on email marketing. The reverse, of course, is also true.
Similarly, if you’re using YouTube, you should track your click-through rate YouTube and compare that to the rates you’re getting on your other marketing efforts. Then, you can adjust your efforts and budget accordingly. You may want to learn how to improve click-through rate YouTube, or you may decide that you prefer to focus your efforts on another marketing channel.
Don’t just compare your click through rate between your own marketing channels. Also, spend some time researching industry averages and see how you compare to the competition. For instance, find email open rates by industry, and if your emails are not faring as well as to be expected for your industry, you may need to make some changes.
Email Marketing Statistics 2021
Now that you understand the importance of tracking your own stats and looking at industry-wide numbers as well, you’re probably wondering where to start. There are all kinds of places where you can find email marketing statistics 2021.
HubSpot can be a useful source, especially if you’re looking for B2B email marketing benchmarks (2020) or trying to find the average email click-through rate 2020. You may also want to check out McKinsey. This consulting company has been around for almost 100 years, and they do a lot of research on topics like the average email click rate 2020 and the average click rate for email marketing 2020.
The Terminus website can also be a great resource. This company tracks stats for topics such as the average open rate for email marketing 2021 and the average email conversion rate 2020. They also offer detailed information on the click-through rates that are typical for the types of email signatures you’re creating.
One of the easiest ways to find up to date email marketing statistics is to do a web search. Head to your favorite search engine, enter the stat you want to see, and look at the results. Try to look for unbiased sites that explain how they got their numbers. If a stat is based on an overly small sample, for example, it won’t be as helpful as a stat based on hundreds or thousands of marketing emails.
Click To Open Rate
As indicated above, you shouldn’t solely focus on the email click through rate, you also have to be aware of your click-to-open rate. If people aren’t opening your emails, they cannot see your content or your signature, and of course, these people will never click through to your website.
You need to work on both of these rates if you want to have a successful marketing campaign. Marketing teams track these rates closely, and they use them to guide their efforts. They may get rid of campaigns that don’t have great click-through rates, they may replicate efforts that have high click-through rates. Ultimately, marketers are constantly looking for ways to improve both of these rates.
What is click-to-open rate? This is the rate of people who open the emails you send. The click-to-open rate formula is very simple. You just take the total number of emails that were opened and divide by the number of emails that were sent.
Here’s a basic example of how to calculate click-to-open rate: You send 1,000 emails and 200 recipients open your emails. You divide 200 by 1,000, and the result is 0.2. You can convert this number to a percentage by multiplying by 100 and adding the percentage sign. As a result, you get 20%. In other words, 20% of the emails you are sending are getting opened.
While you’re researching click through rates, you may hear the terms click rate and click through rate, and you may wonder what’s the difference in click rate vs click through rate. There is no distinction. These two phrases refer to the same concept.
Average Click Through Rate Email
What is a good click-through rate? Marketers ask this question a lot, and the answer varies based on your industry and several other factors. Spend some time researching the average click-through rate email for your industry so that you know what numbers you should aim for.
Here are some email marketing benchmarks by industry 2021. These email click-through rate benchmarks can help you understand what’s typical in your industry.
- Agriculture and Food Services 2.94%
- Architecture and Construction 2.51%
- Arts and Artisits 2.95%
- Beauty and Personal Care 1.92%
- Business and Finance 2.72%
- Computers and Electronics 2.08%
- Construction 2.26%
- Consulting 2.49%
- E-Commerce 2.01%
- Education 2.90%
- Entertainment and Events 2.36%
- Gambling 3.30%
- Health and Fitness 2.69%
- Hobbies 5.01%
- Home and Garden 3.03%
- Insurance 2.13%
- Legal 2.81%
- Manufacturing 2.18%
- Medical and Dental 2.49%
- Music 2.94%
- Non-profit 2.79%
- Professional Services 2.55%
- Real Estate 1.77%
- Restaurant 1.34%
- Retail 2.25%
- Software and Web Apps 2.45%
- Travel and Transportation 2.25%
Note that these are the click-through rates. The open-rates are much higher for all of these industries. As a general rule of thumb, the open rate is about 10 times higher than the click-through rate.
There are automated tools that can help you track click through rates, and they can also help you compare different types of rates like the email click rate vs click through rate. For instance, if you’re trying to track click rate vs click-through rate Klaviyo is an automated tool that some people use.