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Email Marketing & Automation

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

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Confusing click rate with click-to-open rate

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Burying CTAs below the fold in long emails

Related Terms

Open Rate

The percentage of delivered emails that recipients open.

Conversion Funnel

The staged journey a prospect takes from first awareness to becoming a paying customer.

Email Landing Page

A dedicated web page designed to receive traffic from an email campaign and drive a single conversion action.

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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