SMS Marketing
Click-Through Rate
Click-Through Rate (CTR)
The percentage of message recipients who click on a link in the message, indicating engagement and interest.
What is Click-Through Rate?
Click-through rate (CTR) measures how effectively your messages drive action by tracking link clicks relative to messages delivered.
CTR calculation:
CTR = (Clicks ÷ Messages Delivered) × 100
SMS CTR benchmarks:
- Average: 10-15%
- Good: 15-25%
- Excellent: 25%+
Factors affecting CTR:
- Message relevance
- CTA clarity
- Offer strength
- Audience targeting
- Send timing
- Link appearance
Improving CTR:
- Strong, clear CTA
- Personalization
- Urgency/scarcity
- Segment audiences
- Optimal timing
- A/B test messages
Formula
CTR = (Clicks ÷ Messages Delivered) × 100
Example
If 500 out of 2,000 recipients click, CTR = 25%.
Why Click-Through Rate Matters
CTR indicates how compelling your messages are at driving customer action.
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