What changes might have caused the shift?

[moumitaakter4407]

Some tools might report "Total Clicks" (which counts multiple clicks by the same person) versus "Unique Clicks." For CTR interpretation, Unique Clicks is generally more valuable as it reflects the number of individual people who engaged. "Emails Delivered" is used as the denominator to focus on engagement among those who actually received the email, factoring out bounces.

Compare Against Benchmarks
A "good" CTR is relative. What's excellent for one industry or email type might be poor for another.

Industry Benchmarks: Research average CTRs for qatar email list your specific industry. For example, a B2B service might have a lower CTR than a non-profit or an e-commerce promotion. General benchmarks often hover around 2-5%, but this varies widely. Some reports indicate overall averages around 5% to 25%, with variations depending on the data source and year.
Historical Performance: Your own past performance is your best benchmark. Is your current CTR higher or lower than your average?
Email Type:
Promotional Emails: Often have lower CTRs as they aim for direct sales.
Newsletters: Can vary widely, depending on the content and number of links.
Transactional Emails (e.g., order confirmations, shipping updates, password resets): Tend to have significantly higher CTRs because they are highly relevant and expected by the recipient.
Automated/Triggered Emails (e.g., welcome series, abandoned cart): Usually perform very well due to their timeliness and personalization.
CTR rarely tells the full story alone. Always interpret it with other KPIs:

High Open Rate, Low CTR: This suggests your subject line was compelling enough to get the open, but the email content itself (copy, design, call-to-action) failed to motivate clicks. This points to an issue with the email's body or the clarity of its purpose.
Low Open Rate, Decent CTR: If your open rate is low but those who do open are clicking, it means your content is relevant to those who see it. The problem likely lies in your subject line, sender reputation, or list hygiene, preventing more people from opening in the first place.
High CTR, Low Conversion Rate: A strong CTR is great, but if those clicks aren't leading to desired actions on your website (purchases, sign-ups), the issue might be with your landing page, the offer itself, or a disconnect between the email's promise and the landing page experience.
CTOR (Click-to-Open Rate): This metric ((Unique Clicks/Unique Opens)×100) is often considered a purer measure of content engagement. It tells you what percentage of opened emails led to a click, removing the influence of subject line and open rates. A low CTOR, even with a decent CTR, indicates the content inside the email isn't as compelling as it could be.