Email marketing terms

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Click-Through Rate (CTR)

Click-through rate, or email click rate, is the measure of how many people clicked on a hyperlink, CTA, or image within a particular email. It can be calculated by taking the total number of clicks an email receives, and divide it by the total number of delivered messages. Here’s what that equation looks like:

click-through rate equation: clicks divided by sent minus bounced

Click-through rate shows you the engagement of your email. Unlike click-to-open rate, this measure indicates activity out of everyone that got an email in their inbox, so it can give you insight into what percentage of your audience is interested in your content over time.

Some ESPs use unique clicks to determine this metric, but others don’t. A unique click is tracked the first time a subscriber clicks on a campaign, and does not count if the link is clicked multiple times.

In Campaign Monitor’s yearly email marketing benchmarks, we found an average for click-through rate should hover around 2.6%. You can view averages by day and by industry in the full report here.

This post was updated on April 30, 2020.


If you had a 4% click-through rate, it would mean that for every 100 people who saw your email in their inbox, four people opened and subsequently clicked a link within that campaign.

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