Glossary

Email marketing terms

Browse by...
Home Resources Glossary

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.

Example

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.

Previous glossary term
Click to Open Rate (CTOR)
Next glossary term
Conversion
Straight to your inbox

Get the best email and digital marketing content delivered.

Join 250,000 in-the-know marketers and get the latest marketing tips, tactics, and news right in your inbox.

Subscribe

Get started with Campaign Monitor today.

With our powerful yet easy-to-use tools, it's never been easier to make an impact with email marketing.

Try it for free
Contact Sales
×