Email Analytics

Ecommerce Email Analytics Decoded: Click Through Rates

E-commerce stores are constantly bombarded with stats, charts, and figures. But what do all these numbers mean? What stats are relevant to ecommerce? What results are good results?

We’ve come to your rescue. This series outlines the most important stats you need to keep track of, and industry benchmarks that you should be aiming to top. Up to the plate: Click Through Rates…

What’s a click through rate?

Click through rates measure how many times subscribers click the links in your email. Based on your platform this can either be displayed as total clicks or unique clicks. The click through rate is calculated as:

Clickthrough Rate Calculation

What rate matters most to ecommerce? It depends on what email you send.

If you are sending email newsletters or abandoned cart emails, then unique clickthroughs are the metric that you want to track.

If you are sending product recommendation emails with multiple products and links, it is best to measure total click throughs as you can track how effective your recommendations settings are based on total interaction with your emails.

SmartrMail Recommendation Settings

Why do click through rates matter? You can track what type of email results in higher click throughs, then focus the majority of your email marketing on those emails. Personalized product recommendation emails have 41 percent higher unique click rates than nonpersonalized emails.

CTR’s also tell you what content your customers are interested in reading, allowing you to curate your content and increase customers clicking through to your site in future emails.

What is a good click through rate for ecommerce?

With over $12 million in revenue generated for our users and hundreds of millions of emails delivered by our platform, we found that the average total click through rate for our users is 13.42%. The average unique click through rate is 2.59%. This encompasses small niche stores to large multinational brands. Our over-priced arch nemesis Mailchimp found their average ecommerce click through rates to be 2.45%. Therefore, you can save $200/month and get a higher click through rate with SmartrMail.

Number of CustomersMailChimp Pro Cost Per MonthSmartrMail Cost Per Month

Are there stores getting above this? Yes, we have stores getting well above 10% unique clickthroughs. The one thing they all have in common: they are sending both personalized product and abandoned cart emails.

How to improve click through rates?

  • Limit links in newsletter emails: Studies show that customers are more likely to make a purchase when they have fewer options to choose from. The same goes with link clicks, keep it short and have a clearly defined call to action to drive clicks to your site.
  • Optimize for mobile: 33% of emails are clicked on a mobile device. Make sure your emails and site can be easily accessed from any device.
  • Curate your content: If your emails include blog posts and other content, test what content results in the most clicks. Then build on that content for future emails.
  • Send triggered emails: Two-thirds of customers abandon their carts on ecommerce sites. Triggered emails are relevant, timely, and personal. Send abandon cart emails to improve click throughs and get more sales.
  • Send personalized product emails: Ecommerce personalization is much more than adding {name} to your emails. Send customers products that they want to see. Start sending personalized product recommendations now!

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