Email Marketing Term
What is Click-Through Rate (CTR)?
The percentage of email recipients who click on one or more links in an email.
Click-through rate (CTR) measures engagement beyond opens. It's calculated by dividing unique clicks by delivered emails (or sometimes by opens, called click-to-open rate).
CTR is often considered more valuable than open rate because it indicates actual engagement with your content. A recipient who clicks has taken meaningful action.
Average email CTR ranges from 2-5% across industries. Higher CTRs indicate compelling content, clear calls-to-action, and relevant offers. Low CTRs suggest a disconnect between subject line promises and email content.
Examples
- A 3% CTR on 10,000 delivered emails = 300 clicks
- Personalized emails see 14% higher CTR on average
- Segmented campaigns can achieve 100%+ higher CTR
Tips for Click-Through Rate (CTR)
- ✓Use clear, compelling calls-to-action
- ✓Ensure mobile-friendly button sizes (44x44px minimum)
- ✓Match email content to subject line promises
- ✓Test button colors, text, and placement
Related Terms
Open Rate
The percentage of email recipients who open a specific email campaign.
Conversion Rate
The percentage of email recipients who complete a desired action, like making a purchase.
Call-to-Action (CTA)
A button or link that prompts recipients to take a specific action, like "Shop Now" or "Learn More".
Click-to-Open Rate (CTOR)
The percentage of email openers who click on a link, measuring content effectiveness.
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