Actually I think I can explain this for you. In the first CTR Definition, we have ANY link – which after speaking with several people, especially ESPs implementing the standards we found the word “Any” to be a stumbling block. The idea was to illustrate that you can calculate CTR for any link in the email, rather than for the email itself. It would be better stated as “The unique number of times A link is clicked from a message.” This refers to the CTR for that individual link – in this case unique (rather than total) CTR for the link.

From our big Guide we have the full definition which is…..(wait for it)……

“Click Through Rate (CTR): The unique number of times a link is clicked from a message divided by the number of accepted messages. For example if a message is sent to 4 people. Two people render the message. One of two that opened the email clicked on a link one or more times, the resulting unique CTR for that link is 25% (1 unique clicker/4 accepted emails = 25%).”

When we phrase it this way “The number of unique subscribers who click any link from a message,” we are aiming more for the CTR of the total email itself.

Does that clear it up?

Luke

One question about the eec’s proposed definition of a Click Through – “The unique number of times any link is clicked from a message.”

Is that different than “The number of unique subscribers who click any link from a message.”?