Glossary

Click-Through Rate (CTR)

Click-through rate (CTR) is the percentage of people who click on a link in an email, SMS, ad, or other marketing message, calculated by dividing the number of clicks by the number of deliveries or impressions.

How to Calculate CTR

CTR = (Total Clicks ÷ Total Delivered) × 100

For example, if you send an email to 1,000 people and 50 click a link, your CTR is 5%.

Benchmarks

  • Email: Average CTR is 2-5%, though this varies by industry
  • SMS: Average CTR is 15-30%, significantly higher than email
  • Google Ads: Average CTR is 3-5% for search ads
  • Facebook Ads: Average CTR is 0.9-1.5%

How to Improve CTR

  • Write compelling, action-oriented copy
  • Use clear, prominent calls-to-action
  • Personalize content based on recipient data
  • Segment your audience for relevance
  • Test different offers, formats, and send times
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