Click-Through Rate (CTR) is the percentage of email recipients who clicked on one or more links within an email campaign. It measures how effectively your email content and calls-to-action drive engagement beyond just opening the email.
Calculating CTR
There are two common ways to calculate CTR:
CTR (Total)
CTR = (Total Clicks / Emails Delivered) Ă— 100
CTOR (Click-to-Open Rate)
CTOR = (Unique Clicks / Unique Opens) Ă— 100
CTOR is often considered more useful as it measures click performance among people who actually opened the email.
Industry Benchmarks
Average click-through rates by industry:
- B2B: 2-5%
- E-commerce: 2-3%
- Non-profit: 2-3%
- Media: 3-5%
Improving Click-Through Rate
Clear Call-to-Action
Use prominent, action-oriented buttons with clear text like “Shop Now,” “Learn More,” or “Get Started.”
Relevant Content
Ensure email content matches subscriber expectations and interests. Segmented campaigns typically see higher CTRs.
Mobile Optimization
With over 50% of emails opened on mobile, ensure buttons are tap-friendly and content is easy to read on small screens.
Single Focus
Emails with one clear goal typically outperform those with multiple competing CTAs.
Compelling Copy
Use benefit-focused language that clearly communicates what the reader will gain by clicking.
Click-through rate is a more reliable engagement metric than open rate in the privacy-first era, providing clearer insight into content effectiveness and subscriber intent.