Key Benchmarks Reference

Email CTR Benchmark

Industry benchmark for email click-through rates.

1 min readLast updated Apr 2026

Industry benchmark for email click-through rates.

Why It Matters

Click-through rate measures actual engagement and intent. It's more reliable than open rate (post-iOS 15) and correlates directly with email revenue.

Benchmarks

Good Performance

2-3%

Top Performers

5%+

Practical Example

Scenario

A beauty brand compares their email CTR to benchmarks.

Calculation

Promotional campaigns: 2.1% CTR. Product launch emails: 4.3% CTR. Abandoned cart: 8.2% CTR

Result

Behavioral flows significantly outperform campaigns due to higher relevance and intent

Pro Tips

  • 1Use Click-to-Open Rate (CTOR) alongside CTR—CTOR measures content effectiveness for those who opened
  • 2Segment CTR by email type: promotional should be 1.5-3%, transactional/flows should be 4-10%
  • 3Single clear CTA typically outperforms multiple links—reduce decision paralysis

Common Mistakes to Avoid

Including unsubscribe and footer links in click counts (use primary CTA clicks)
Not A/B testing CTA placement and copy to optimize clicks
Overloading emails with products, diluting clicks across too many options

Frequently Asked Questions

Related Terms

Click-Through Rate (Email)

The percentage of delivered emails where recipients clicked at least one link.