Word of the week: Click-through rate
A click-through rate (CTR) is the percentage of unique clicks received out of the total number of impressions, expressed as a percentage of total tracked opens. In healthcare, click-through rates are usually analyzed during email campaigns. Click-through rates measure the overall effectiveness of your campaign—if your CTR is low, then your email campaign is generating minimal interest. Tracking click-through rates is a good way to measure the success of your email campaign to determine whether your materials are of interest to your prospects. It's helpful to understand the average rate in your industry to determine where your organization stands against its competitors. According to a recent report by Silverpop, the average click-through rate in healthcare is higher than in most industries at 4.2 percent, compared to the 3.3 percent overall CTR average in the United States. To improve your click-through rate, make sure the subject line and email content are compelling and will interest your target audience. Also, provide a strong call to action with the link to produce higher rates.