Email Marketing: Click Rate

Metric Details & Benchmarking Report Download

KPI Benchmarks : Email Marketing: Click Rate

  • Benchmark Range 0.6%-9.9%
  • Benchmark Average 4.0%
  • Benchmark Sample Size (n) 81

* Is High or Low Best: Higher is Better


Download a Sample Email Marketing: Click Rate

KPI Details : Email Marketing: Click Rate

Email Marketing: Click Rate measures the percentage of emails sent out to customers or subscribers over a certain period of time that result in a click somewhere within the email body. A relatively low value for this metric is typically related to a few common factors, including emails that are irrelevant to the lead's interests, unclear email messages and instructions and messages that sound too robotic (i.e., lack a personal touch). Each of these factors can result in poor overall reach and conversion rates.

KPI Best Practices : Email Marketing: Click Rate

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KPI Calculation Instructions Email Marketing: Click Rate?

Two values are used to calculate this KPI: (1) the number of emails sent out to customers or subscribers over a certain period of time that results in a click somewhere within the email body (typically on a link or ad banner), and (2) the total number of emails sent out to customers or subscribers. Count any email that results in multiple clicks only once in the numerator. Only include emails that are successfully delivered (i.e., emails that do not "bounce") in the denominator. Consider an email "bounce" to be an email that has failed to be delivered due to a fake or disabled email address or domain, if the email address is blocked by the server, if the attachment size is too large to be accepted, if the potential or existing customer’s mailbox is full, and so forth.

KPI Formula :

(Number of Emails that Result in a Click Within the Email Body / Total Number of Emails Sent) * 100

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