What is good CTR in newsletters and how to improve it?

By Kirsi Pöyhtäri | kirsi@lianatech.com

A successful email marketing campaign is all about the numbers. One of the most important metrics to track is the click-through rate (CTR) of your newsletters. CTR refers to the percentage of subscribers who click on the links in your newsletter and take action on your website. But, what is considered a good CTR? Let’s dive in.

First, it’s important to understand that CTR can vary based on your industry, audience, and the content you’re promoting. For example, a B2B newsletter may have a lower CTR compared to a B2C newsletter as B2B subscribers tend to have a longer sales cycle. Additionally, if you’re promoting a discount or limited-time offer, you may see a higher CTR compared to a newsletter promoting educational content.

The power of clicks

Generally speaking, a good CTR for newsletters is around 2-3%. This means that out of every 100 subscribers who receive your newsletter, 2-3 of them will click on a link and take action on your website. However, don’t be discouraged if your CTR is lower than this. The average CTR for newsletters across all industries is around 1.7%, so if you’re above that, you’re doing well.

It’s also important to note that CTR isn’t the only metric to track. If your CTR is low, but you’re seeing an increase in conversions or revenue, it may not be a cause for concern. Additionally, focusing solely on CTR can lead to clickbait tactics and a decrease in subscriber engagement over time.

Try these tips to improve your CTR

So, what can you do to improve your newsletter’s CTR? Here are a few tips:

  1. Segment your email list
    By sending targeted emails to specific segments of your audience, you can increase the relevance of your content and improve your CTR.
  2. Craft the perfect call-to-action
    Use a clear and compelling call-to-action (CTA). Your CTA should be easy to find, use action-oriented language, and clearly communicate the value of clicking on the link.
  3. Optimize your newsletter for mobile
    With the majority of email opens happening on mobile devices, it’s important to ensure your newsletter is optimized for smaller screens and easy to navigate.
  4. Test and Iterate
    Continuously test different subject lines, CTAs, and content types to see what resonates best with your audience and improves your CTR.
  5. Personalize your newsletter
    Use subscriber data such as their name, location, or previous purchases to personalize the content in your newsletter. This can help increase relevance and engagement, and ultimately improve your CTR.
  6. The power of visual
    Incorporating images, videos, or GIFs can help make your newsletter more visually appealing and increase click-through rates.
  7. Less is more
    Keep your newsletter concise. Avoid overwhelming your subscribers with too much information or too many calls-to-action. Keep your newsletter concise and focused on one or two main topics to help improve your CTR.
  8. Test different sending times
    Experiment with sending your newsletter at different times and days of the week to see when your subscribers are most active and engaged.
  9. Provide value to your subscribers
    Make sure your newsletter provides value to your subscribers by offering exclusive content, discounts, or helpful resources. This can help increase subscriber loyalty and CTR.

In conclusion, a good CTR for newsletters is around 2-3%, but it can vary based on industry and content. Don’t focus solely on CTR, but also track conversions and revenue. For example, by segmenting your email list, using clear calls to action, optimizing mobile usage and testing different elements, you can improve the click-through rate and overall success of your newsletter.

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