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Email marketing

Click-Through Rate (CTR)

Click-through rate is the percentage of delivered emails that received at least one click on any link inside the email body.

CTR is calculated as (unique clicks ÷ successful deliveries) × 100. It is the most reliable engagement signal for email because it requires deliberate action — unlike open rate, machine prefetching does not affect it.

Some platforms report 'click-to-open rate' (CTOR), which is clicks ÷ opens. CTOR isolates content performance from subject-line performance: a high CTOR with a low open rate means your subject line is the bottleneck.

Average CTRs cluster around 2–5% across industries, with transactional and highly-segmented campaigns reaching 10%+. Improvements typically come from better segmentation, clearer single calls to action, and link tracking that lets you see which sections of the email pull the most clicks.

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Related terms

  • Open Rate

    Open rate is the percentage of delivered emails that were opened by recipients, calculated as opens divided by successful deliveries.

  • A/B Testing (Email)

    A/B testing in email is the practice of sending two variants of a campaign to small subsets of your list, measuring which performs better, then sending the winner to the remainder.

  • Conversion Rate

    Conversion rate is the percentage of visitors to a page or funnel who complete a desired action, calculated as conversions divided by total visitors.

← Bounce Rate (Email)Deliverability →

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