What is the Click-through Rate for Email?

The click-through rate for email (CTR) is the percentage of recipients who click on a link in an email. CTR = (unique clicks / delivered emails) x 100%. It is a more direct measure of engagement than the open rate, because it indicates whether the content is relevant enough to take action on.

Click-to-open rate versus CTR

The click-to-open rate (CTOR) sets clicks against opens instead of total sends. CTOR = (clicks / opens) x 100%. CTOR measures how effective the email content is for people who have already opened the email, a purer measure of content relevance.

Improving email CTR

Provide one clear CTA per email and avoid link overload. Personalize the content based on behaviour and segmentation. Test CTA text and placement via A/B testing.

CTR and deliverability

A high CTR signals to email providers that your emails are wanted and actively used, which improves deliverability in the long term.

What is a good CTR for email?

For newsletters, 2 to 5 percent is normal. For targeted campaigns or sequences, 5 to 10 percent is strong.

Does CTR differ per sector?

Yes, strongly. B2B campaigns with high relevance generally achieve higher CTRs than broad consumer mailings. More via developers.google.com/search.