Food, drink and automotive brands see lowest email CTR

Rob Clapp

An overview of email click-through rates by product vertical between 2018 and 2019.

Marketers should expect 2.6% of recipients to click a link in emails sent, according to an analysis of over 30 billion emails sent in 2019 by worldwide clients of email marketing platform Campaign Monitor.

Food & beverage along with automotive and aerospace brands perform the worse. Both verticals saw an average CTR of 1.2% in 2019, less than half the average level across all categories. Automotive and aerospace also recorded the largest decline in CTR, dropping from 2.2% in 2018. Food and beverage fell from 1.7%

The best performing emails came from government (4.1%), followed by real estate...

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