Click-through rate (CTR) is an email marketing metric that measures the percentage of recipients who clicked on at least one link in your email. CTR helps you understand how effective your email content is at generating action—whether that action is visiting a landing page, reading a blog post, registering for an event, or making a purchase.
CTR is commonly calculated as:
CTR (%) = (Unique clicks ÷ Delivered emails) × 100
For example, if your campaign delivers 5,000 emails and 150 people click, your CTR is 3%.
Why CTR matters
CTR is one of the strongest indicators of email performance because it reflects real engagement. While open rate shows initial interest, CTR shows that recipients found your content valuable enough to take the next step.
A strong CTR can lead to:
- More website traffic
- Higher conversions and revenue
- Better campaign ROI
- Improved list engagement signals (which may support deliverability)
CTR vs. click-to-open rate (CTOR)
CTR is often confused with CTOR.
- CTR measures clicks out of all delivered emails.
- CTOR (click-to-open rate) measures clicks out of opened emails.
CTOR is calculated as:
CTOR (%) = (Unique clicks ÷ Unique opens) × 100
CTR is great for overall performance comparison, while CTOR helps evaluate how compelling your content was after someone opened.
What influences click-through rate?
CTR depends on multiple factors working together:
1) Audience targeting
If you send the same email to everyone, CTR is often lower. Segmented emails typically perform better because the content matches subscriber needs.
2) Offer relevance
A strong offer isn’t always a discount. It can be:
- A helpful guide or checklist
- A webinar invitation
- A feature announcement
- A limited-time incentive
3) Email design and layout
A clean layout with clear hierarchy makes it easy to click. Too many competing elements can reduce action.
4) Call-to-action (CTA) quality
Your CTA should be:
- Clear (“Download the guide”)
- Specific (“Reserve my spot”)
- Visually noticeable (button or emphasized link)
- Repeated strategically (top + mid + bottom)
5) Mobile experience
Most emails are read on mobile. If links are too close together or buttons are too small, CTR suffers.
How to improve CTR (best practices)
Here are proven ways to increase click-through rate:
Write a single clear goal per email
If your email tries to promote 5 different things, subscribers may click nothing. Choose one primary action.
Use strong, benefit-driven CTAs
Instead of “Click here,” try:
- “Get the template”
- “See pricing”
- “Start my free trial”
- “Read the full article”
Make the email scannable
Use:
- Short paragraphs
- Bullet points
- Bold highlights
- Clear headings
Personalize beyond first name
Behavioral personalization (based on interests or actions) often outperforms generic personalization.
A/B test key elements
Test:
- CTA wording
- Button placement
- Number of links
- Short vs long copy
- Product-focused vs value-focused content
Match email to landing page
If the email promises one thing but the landing page shows something else, clicks won’t convert—and future CTR may drop.
What is a good CTR?
CTR varies by industry, list type, and campaign goal. Many marketers consider 2%–5% a solid range, but the best benchmark is your own past performance. Track trends and focus on improvement rather than chasing a universal “perfect” number.
Key takeaway
Click-through rate (CTR) measures how often recipients click your email links. Improving CTR means improving relevance, clarity, and the value of your message—so subscribers take action more often.