Click-Through Rate (Email)
The percentage of delivered emails where recipients clicked at least one link.
The percentage of delivered emails where recipients clicked at least one link.
Calculate it: Email Marketing ROI Calculator
Why It Matters
Email CTR directly correlates with revenue—every click is a step toward purchase. Unlike open rate (which Apple privacy inflates), clicks require real engagement. A campaign with 3% CTR sending 100,000 emails drives 3,000 visitors, potentially generating $15,000+ at a 5% conversion rate and $100 AOV.
Benchmarks
A good Click-Through Rate (Email) is 2-5%. Top performers achieve 5%+.
Good Performance
2-5%
Top Performers
5%+
Practical Example
Scenario
A fashion brand sends a sale announcement to 40,000 subscribers. 1,600 recipients click through.
Calculation
1,600 ÷ 40,000 × 100 = 4% CTRResult
At 4% CTR with 3% site conversion and $85 AOV, they generate approximately $4,080 from this single campaign—a strong performer worth replicating.
Pro Tips
- 1Place your primary CTA above the fold—many subscribers never scroll
- 2Use button CTAs instead of text links—they typically get 28% more clicks
- 3Reduce the number of links—too many choices causes decision paralysis and lowers overall CTR
- 4Make CTAs specific ('Shop the Sale' vs 'Click Here') to set clear expectations
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
Free Calculator
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7.7x blended return at scale — seven figures attributed, across five straight quarters · Modern Prairie · Apr 2025–Jun 2026 Read the Modern Prairie case study
