What Is Click-Through Rate (CTR)?
Definition
Click-through rate (also known as email click rate) is the percentage of users who click on a link or attachment within your email once they open it and read through its contents. This metric helps you figure out how engaging your email copy and call to action (CTA) are. According to data from WebFX, the average CTR for emails across all industries is around 2%.
Example
A local bookstore sent a newsletter promoting a weekend sale. Out of 5,000 recipients, 100 clicked the link, which translates to a CTR of 2%.
How Click-Through Rate Is Calculated
To calculate the CTR, you need to know two key data points: the number of clicks your email link receives and the number of delivered emails. Divide the total number of clicks by the total number of delivered emails. Then, multiply this number by 100 to get the rate. So if your link was clicked 15 times and there were 120 delivered emails, the CTR is 12.5%.
Email CTR = (Number of Clicks ÷ Number of Delivered Emails) × 100
Keep in mind that CTR is different from open rate. The open rate measures how many people viewed your email, while CTR measures how many acted on it. Both are important, but CTR gives you a clearer idea of how persuasive your content and offers are.
Why CTR Matters in Email Marketing
The click-through rate is one of the clearest indicators of how well your email campaigns are performing. When marketers track CTR alongside other metrics like open rate or bounce rate, they get a more complete picture of what’s working and what’s not. A high open rate but a low CTR often signals that while the subject line was strong enough to grab attention, the email content itself didn’t deliver enough value to drive action.
Improving CTR usually involves testing different elements within your email, such as the wording of your CTA, button placement, design, personalization, and even timing. For example, an online store might notice that personalized product recommendations get double the clicks compared to generic offers, prompting it to prioritize tailored messaging in future campaigns. Ultimately, a healthy CTR not only leads to better sales or engagement but also strengthens your email sender reputation over time. Internet service providers (ISPs) like Gmail and Outlook notice when users frequently interact with your emails, which can help improve your deliverability and ensure that future emails land in recipients’ inboxes instead of the spam folder.
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