When a recipient clicks on a link in your message, it may be recorded as a clickthrough.

Readers click when they want to learn more or purchase. As such, unlike opens, a clickthrough is a sure sign recipients are engaged with your messages.

Look at which messages caused a higher percentage of the recipients to click at least once and which links garnered the most clicks.

Clickthrough rates vary widely depending on the type of campaign, mailing frequency and the call to action. Two percent may be fantastic for a promotional offer sent to an untargeted list. Fifteen percent may be low if your recipients are highly targeted or if the call to action is low-obligation (e.g., "read more").

Fewer clickthroughs are not necessarily a sign of failure. Depending on how your message was designed, it may be that recipients learned all they wanted from it and needed to take no further action.

Tip: To encourage clickthroughs, provide enough information in the message to pique interest, but require a click to your site to learn more.

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