Email click-through rate

Email click-through rate (CTR) is a metric that measures how many people clicked on your link in an email. This serves as a measure of engagement and interest in the content of your email marketing, and also allows you to track which links are the most popular. Here’s everything you need to know about this metric.


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What is email click-through rate?

Email CTR is defined as the number of times a link is clicked on in an email campaign divided by the number of unique users who received your email content. It’s an indicator of the performance of an email marketing campaign and shows how many recipients were interested enough in your message to actually click through and visit your site. 

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How to calculate your email click-through rate

An email click-through rate is calculated by dividing the number of users who clicked on a link in an email by the total number of email impressions. For example, if you have an email list of 100 people and 10 of them click on a link or call to action (CTA), your CTR is 10%.

Email click-through rate formula 

(Number of clicks ÷ impressions) X 100 = CTR

What is a good email click-through rate?

Industry averages for email click-through rates vary across all industries, but the average CTR for emails is 2.62%, according to MailChimp's data. There are many ways to improve your good email click-through rate and it depends on many factors like the type of email, the rate of subscribers/unsubscribes, and the email open rate (ctor).

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What is a bad email click-through rate?

There is no one set CTR that determines whether or not your marketing emails are successful. Usually, you try to get that click-through rate as high as possible and you want it to be constant across all emails in a given period of time.

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Email click-through rate KPI examples & templates

Your email click-through rate can be added to our email report template :

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Email report template Email report template

Our email marketing report template has everything you need to get started quickly: it’s pre-built with the standard KPIs you need, and it’s fully customizable so that you can visualize the data you want, the way you want. Track metrics like open rates, unsubscribe rates, click-through rate, and deliverability rate.

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Email click-through rate best practices

Email click-through rate is an important metric and therefore, should be optimized. Here are 3 useful tips.

Email click-through rate best practices

step 1 icon Write Compelling Subject Lines and clear CTAs

The first thing you need to do is make sure people actually open your emails. To do that, you need compelling subject lines that make people want to read more. This is the first step to improving your average email click. Also, make sure your CTAs stand out by making them larger than usual, using high-contrast colors such as orange or blue, and placing them in an easily visible location such as the top or bottom of an email message. This will encourage higher clicks, and improve optimization for mobile devices since it will make it easier to see relevant content.

step 2 icon Use A/B testing

In many cases, a/b testing your email design to a smaller sample-sized group can improve your industry average, and may increase the number of people engaging with your email. Optimization of your email subject lines, email templates, and landing page is essential for attaining the best email marketing metrics. Once you’ve determined the email marketing strategy that has the highest click rates you can send the campaign to a larger group and improve your average ctr.

step 3 icon Segment your audience

When you segment your email list by behaviors like purchase history or how subscribers interact with certain types of content, you can send more relevant emails that drive higher CTRs. Use an email client that allows you to track unique clicks. You can then use this and other email marketing benchmarks to segment your audience. This is a fundamental aspect of digital marketing.

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