What is Click-Through Rate (CTR)?

Click-through rate (CTR) measures the percentage of SMS recipients who click on a link included in your text message. It's a key metric for evaluating SMS campaign effectiveness.

CTR Formula

CTR = (Clicks / Delivered Messages) × 100

Example: 500 clicks from 10,000 delivered = 5% CTR

SMS CTR Benchmarks

Excellent: 20%+ CTR

Good: 10-20% CTR

Average: 5-10% CTR

Below average: <5% CTR

Industry comparison:

SMS: 19-29% average CTR

Email: 2-3% average CTR

Factors Affecting CTR

Positive impact:

Strong CTA

Compelling offer

Personalization

Link placement (end of message)

Mobile-optimized landing page

Branded short links

Negative impact:

Weak value proposition

Generic messaging

Long URLs

Broken links

Poor landing page experience

Improving CTR

1. Use clear, action-oriented CTAs

2. Place links at end of message

3. Use branded short URLs

4. A/B test different approaches

5. Segment your audience

6. Optimize send timing