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.
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
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