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Email Click-Through Rate (CTR)


What is Email Click-Through Rate?

Email Click-Through Rate (CTR) measures the proportion of email recipients who clicked on one or more links contained in an email.

How is Email Click-Through Rate (CTR) used?

This metric reflects the engagement level of the email content, highlighting its resonance with the audience and effectiveness in sparking actionable interest. It's important for observing trends in customer engagement, gauging content relevance, and refining sales or marketing campaigns. It's particularly useful for A/B testing of email elements like subject lines, copy, or calls-to-action (CTAs).

How to calculate Email Click-Through Rate (CTR)

Total Clicks on Links / Total Delivered Emails x 100

To calculate Email Click-Through Rate (CTR), divide the Total Clicks on Links in your email by the Total Delivered Emails, then multiply the result by 100.

Best Practices

Enhance CTR by crafting targeted content, personalising emails, incorporating clear CTAs, and optimising send times. Make sure to customise emails by segment to ensure the right messages reach suitable audiences and use A/B testing to iterate on email elements.

Common Misconceptions





What are the main drivers of Email Click-Through Rate (CTR)?
  • Content quality
  • Content relevance
  • Email personalisation
  • CTA clarity
  • Effective timing
How should I break down Email Click-Through Rate (CTR)?
  • Campaign
  • Customer journey stage (if applicable)
  • Industry vertical
  • Company size
  • Geography

Supported Integrations

Get this metric directly out of one of our supported integrations.
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