什么是电子邮件CTR？如何计算和改进

有效的电子邮件营销活动能够加强您的品牌，吸引现有客户和潜在客户，并将其转移到行动中。

至少，电子邮件将使您在听众的脑海中保持领先地位。由于电子邮件是您可以用来与客户建立融洽关系的更个人接触点之一，因此您有更大的机会使您的电子邮件有意义和成功。

Email marketing has sustained its popularity due to its ease, low expense, and effectiveness.根据Litmus，五分之一的营销人员宁愿放弃社交媒体而不是电子邮件营销。但是，您如何衡量电子邮件营销活动的成功呢？

一个关键的公制电子邮件营销人员可以用来确定他们的电子邮件广告系列的性能是点击率（CTR）。

理想情况下，您的电子邮件订阅者不会随意点击链接。不，您希望他们从电子邮件中采取故意采取行动。

也许您希望他们购买您的产品。或（如果您是非营利组织）捐款。也许您希望他们注册您的最新计划，甚至只是进行调查，以便您更多地了解他们的需求。关键是，您发送的几乎每封电子邮件都会有某种呼吁行动，通常需要收件人单击链接并前往网站以执行所需的操作。

单击电子邮件中的链接和前往其他地方的动作是有助于您的CTR的。每次点击付费（PPC）营销也是如此，您每次从广告印象中点击链接时付款。

CTR Formula

现在您了解了点击率是多少，为什么它对您的营销工作如此重要，您如何实际计算它？

How to Calculate Email CTR

For email, the CTR formula is as follows:

ctr =单击链接的人数 /已成功发送的电子邮件数量x 100

假设您将电子邮件发送给110人的列表，100人已成功交付给收件人。在这100名接收者中，其中35个点击了您的CTA，并已发送到新页面。使用此数据，您将如何计算CTR：

ctr = 35人单击链接 / 100张发送的电子邮件x 100 = 35％

How to Calculate CTR for PPC

这是您用于计算PPC广告系列的点击率的公式：

CTR = Number of People Who Clicked on Ad / Number of Ad Impressions x 100

Using this formula, if 200 people saw your ad and 20 people clicked on it, you’d be looking at a CTR of 10%.

What is a good click-through rate?

The appropriate CTR for your business will depend on your industry, budget, campaign objectives, and audience size. Let’s look at what the research has to say.

Average CTR

根据mailchimp, the average email click-through rate across industries is 2.91%. Industries that had some of the highest click-through rates included Government (3.99%), Media and Publishing (4.62%), Home and Garden (3.03%), and Hobbies (5.01%).

对于PPC点击率，average across industriesis around 2%.

Improve Your Click-Through Rate

Once you’ve calculated your CTR and compared it to industry standards, you may want to take steps to improve it and create more successful email and PPC campaigns. There’s a small possibility that you’ll receive feedback from customers regarding your campaigns, which means that most of your information will come from testing.

首先，看看您的旧电子邮件广告系列。将它们分为两个类别：表现良好的人（CTR相对较高）和那些几乎没有成功的人（CTR相对较低）。花时间分析这些消息并注意任何主要差异或模式。

You’ll want to examine:

• Ad Copy:Can it be shorter? More personable? Easier to understand? Aim to use language that resonates with your audience which may deviate from industry lingo.
• 设计：您的电子邮件在视觉上吸引人和诱人吗？清楚读者应该采取什么下一步？
• 呼吁采取行动：您的CTA有多清楚？试验位置和语言，以了解对您的受众群体有用的东西。另外，考虑限制CTA并链接到每封电子邮件一两个。当有太多选择时，读者可能会淹没或困惑。

您还希望进入观众的脑海。仅仅因为您创建了令人印象深刻的电子邮件或广告，并不意味着它吸引了您要吸引的人。

一个好的电子邮件服务提供商将提供A/B测试so you can send one variation to one segment of your audience, a second variation to the other segment, and then compare the CTR to see which one performed better.

你是否支付的点击支付很少的佛r a monthly subscription to an email service provider, you are still spending time and putting forth the effort to reach your audience and convert them into customers. You want a return on your investment. you want your marketing efforts to pay off.

Ensuring that your ads and email campaigns are effectively written and designed and that they reach the right audience, will help you build and sustain the customer base you’re looking for. In order to determine that, you’ll need to get familiar with your current click-through rates, and optimize your content to create the best possible outcome.