Email Click Rate (CTR)

Date created: May 17, 2019  •   Last updated: Jan 11, 2022

What is Email Click Rate?

Email Click Rate is the number of unique recipients who clicked on any link in your email, represented as a percentage of successfully delivered emails. This metric is a good indicator of how click-worthy your subject lines are, and can also be used to gauge email deliverability.

Alternate names: Click Through Rate, Email CTR

Email Click Rate Formula

ƒ Count(Email Clicks) / Count(Emails Delivered)

How to calculate Email Click Rate

An email campaign is successfully delivered to 50,000 unique recipients. 3,000 unique recipients clicked on a link or an image in your email. Email Click Rate = 3,000 unique recipients who clicked / 50,000 unique recipients = 6% CTR

Start tracking your Email Click Rate data

Use Klipfolio PowerMetrics, our free analytics tool, to monitor your data. Choose one of the following available services to start tracking your Email Click Rate instantly.

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What is a good Email Click Rate benchmark?

A good Click-Through Rate for your email campaign is 2.6% on average, as of 2021. This is based on Campaign Monitor's annual global email benchmark report.

Email Click Rate benchmarks

2021 Global Email Benchmarks

2021 Global Email Benchmarks
Campaign Monitor, 2021

Email Click Rate by Industry

Email Click Rate by Industry
Campaign Monitor, Dec 2018

Email Click Rate by Day of Week

Email Click Rate by Day of Week
Campaign Monitor, Dec 2018
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How to visualize Email Click Rate?

Use a line chart to track changes in your email CTR over time. Efforts to refine your marketing campaign will result in an upward-trending line chart, if done effectively. Take a look at the chart for an example of how to visualize your CTR data:

Email Click Rate visualization example

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Email Click Rate

Line Chart

Here's an example of how to visualize your Email Click Rate data in a line chart over time.
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Email Click Rate

Line Chart

Here's an example of how to visualize your Email Click Rate data in a line chart over time.

More about Email Click Rate

Email Click Rate effectively measures the immediate response rate of an email and is often cited as the success (or lack of success) of a specific email campaign.

Although the official formula is to measure the ratio of clicks to delivered emails, remember that, to be able to click on a link, recipients need to open the email in the first place. An alternate measurement, that fine tunes how good your Call to Actions (CTAs) are, would be to look at clicks to opens.

As with all marketing material, the rate at which your audience engages, or clicks through, depends on the quality of your target audience and the quality of your content.

Email Click Rate Frequently Asked Questions

What's the difference between CTOR and CTR?

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CTOR measures the percentage of unique email clicks that came from the people who opened and read your email, while CTR measures the total unique clicks that came from anyone who received your email in their inbox. Read more about the difference between CTOR and CTR.

Why should you track email click rate?

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You should track email CTR as an initial indicator of how relevant and compelling your email subject line and content is to your email list. Low CTR could be a sign that you need higher quality leads in your email list, or that you need to alter your email marketing campaign to target your best-fit audience better. Track CTR, CTOR, and other email marketing metrics that matter to you most with Klipfolio PowerMetrics, a free analytics tool.

Recommended resources related to Email Click Rate

The ultimate email marketing benchmarks, by Campaign Monitor