Click-throughs in a newsletter are an important metric; and there are a number of types of Click-Throughs a marketer can measure. If you are checking industry benchmarks look at the click-through metric used – to ensure you’re measuring like-for-like against your results.

Total Email Click-Throughs – This metric attempts to answer the question, “How many times did a person click on a link or multiple links within this Email?” This may or may not include clicks on unsubscribe links or other links and you may find it helpful to view click-through reporting by individual link. This metric is a whole number in the form “100,000″ or as an Email Click-through Rate percentage in the form “10%”. The denominator is Email Delivered and this percentage may exceed 100%. [Source: Internet Advertising Bureau]

Unique Email Click-Through – This metric attempts to answer the question, “How many unique people clicked on a link or multiple links within this Email?” To illustrate, if one person clicked on two links, this would only count as one unique click-through. If one person clicked on the same link twice, this would only count as one unique click-through. This metric is a whole number in the form “100,000″ or as a Unique Email Click-through Rate percentage in the form “10%”. The denominator is Email Delivered. [Source: Internet Advertising Bureau]

Click-to-Open Rate – This metric attempts to answer the question, Of the Unique Email Opens, how many individuals took an action? This metric is a percentage in the form of 30%. It is generally calculated as either Unique Click-Throughs over Unique Email Opens; or Total Email Click-Throughs over Total Email Opens. [Source: Internet Advertising Bureau]

Click-Through tracking – When a hotlink is included in an email, a clickthrough occurs when a recipient clicks on the link. Click-through tracking refers to the data collected about each click-through link, such as how many people clicked it, how many clicks resulted in desired actions such as sales, forwards or subscriptions. [Source: MarketingSherpa]

Here are some clicks as they relate to the purchase:

Click to Purchase – Data Users can correlate directly the clicks from the email resulting in transactional behaviour. From this a clear calculation of the Return on Investment (ROI) from a programme or campaign can be made. It is considered to be best practice to always pre-define measurement and success criteria and to track conversions accordingly. This can either be achieved directly using tracking technologies embedded with the email, or via a data match back process post campaign. [Source: DMA Best Practice Guidelines]

Click to Conversion – Data Users can correlate directly the clicks from the email resulting in a conversion rate for a required action e.g. clicks converting to sign-ups for a newsletter or a successful download on an offer. [Source: DMA Best Practice Guidelines]

Posted on October 22nd, 2007 under Email benchmark stats, HTML email newsletters .
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