“We saw a big uptick in performance in terms of clickthrough rate, conversion rate, and overall revenue growth. The trend has continued since last March,” said Bryce Widelitz, senior director of business development at CNN Underscored, the recommendations site of CNN.

It generates easy clickthroughs that are minimally likely to convert. Data from Salesforce during the 2020 holiday season showed social media traffic in the US was substantially less likely to drive purchase. On Cyber Monday, social referral traffic had a 2% conversion rate and 94% cart abandonment rate, compared with a 12% conversion rate and 80% cart abandonment rate for search traffic.

At the same time, the company has leveraged third-party tools as needed, including digital experience analytics platform Contentsquare, which enables Pizza Hut to evaluate click rate, scroll rate, and other metrics as a visual overlay on their app and website.

Clickthrough rates were remarkably steady across both time frames, but conversion rates were up markedly in the post-coronavirus period.

Among the Q2 2021 email campaigns sent worldwide on Omnisend, a marketing automation platform, campaign messages (those aimed at driving action) had open and clickthrough rates well below all other message types.

But they also had a clickthrough rate 39% lower than that of in-feed ads. There is somewhat more positive data from Merkle, which reported that 32% of its clients’ total North America Instagram spending in Q1 2021 went toward Stories. But there are also signs of a plateau; for example, Stories’ share in Q4 2020 was 33%.

Three of the most common key performance indicators (KPIs) for email are still open rate, clickthrough rate and click-to-open rate. But figures from email service and marketing technology providers show variations in those KPIs in North America depending on a variety of factors, including geography, industry, seasonality and the types of email messages being sent.

According to the company, messages longer than 50 words experience a clickthrough rate (CTR) nearly half of those shorter messages. Including links, messages shorter than 160 characters see a CTR increase of as much as 50%. Messages that go beyond 320 characters only have a 5% CTR—and as previously mentioned, are costlier to deploy. Maintaining and Growing SMS Lists.

Open rates, clickthrough rates, and other standard email metrics all give you signals. They let you know when subscribers are interested, not interested, and when they're done. You can optimize content by A/B testing, which is a tactic used by 90% of marketers, according to Litmus. You can also personalize emails to deepen engagement.

eMarketer moderates a Tech-Talk Tuesday presentation featuring Mike Madden, Head of Commercial Demand Generation at Marketo. He discusses the actionable takeaways from implementing bounce management campaigns to segmentation strategies for higher deliverability and click-through rates.