Click Rate (CTR)
The percentage of delivered emails in which a recipient clicked at least one link.
Why It Matters
Click rate measures actual engagement and intent, making it a more reliable metric than open rate.
How It Works
ESPs wrap links in tracking redirects so each click is logged before forwarding to the destination URL. Click rate is calculated as unique clicks divided by delivered emails.
Real-World Example
An email delivered to 4,000 people with 200 unique clicks has a 5% click rate.
Common Mistakes
Confusing click rate with click-to-open rate
Burying CTAs below the fold in long emails
Related Terms
Click Rate (CTR) FAQs
What is a good email click rate?
A click rate of 2-5% is typical, though highly targeted segments can exceed 10%.
What is the difference between CTR and CTOR?
CTR divides clicks by total delivered emails, while CTOR divides clicks by opens, isolating content effectiveness from subject line performance.
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