Email Click Rate
Email click rate is the percentage of delivered emails in which a recipient clicked at least one link. It is also called email click-through rate or email CTR. The metric measures how well an email’s content, offer, and calls to action drive recipients to take the next step, not just whether they opened the message.
Email Click Rate Formula
Divide clicks by emails delivered, then multiply by 100:
Email Click Rate = (Clicks / Emails Delivered) × 100
A campaign delivered to 10,000 inboxes that generates 300 clicks has a click rate of 3%. The denominator is delivered emails, not emails sent. Bounced messages are removed first so the rate reflects only inboxes that actually received the email.
Two versions exist depending on how clicks are counted:
- Unique click rate: counts each recipient once, no matter how many links they click. This is the standard reported figure.
- Total click rate: counts every click, including multiple clicks from the same person. This inflates the number and is less common.
Most email platforms report the unique version by default. linkutm’s email click rate calculator returns the percentage from clicks and delivered count.
Why Email Click Rate Matters
Click rate measures intent, while open rate only measures curiosity. A recipient who clicks has engaged with the content and moved toward a conversion. That makes click rate a stronger predictor of revenue than opens.
Its importance grew after Apple launched Mail Privacy Protection in September 2021. MPP pre-loads email images, which registers opens that never happened and inflates open rates for Apple Mail users. Clicks are not affected by this, so click rate is now the more reliable engagement signal for many senders.
Email Click Rate vs Click-to-Open Rate
These two metrics are frequently confused because both count clicks.
- Email click rate divides clicks by emails delivered. It reflects the whole campaign, subject line included.
- Click-to-open rate (CTOR) divides clicks by unique opens. It isolates content performance from subject line performance.
Example: 10,000 delivered, 2,500 opens, 300 clicks. Click rate is 3% (300 ÷ 10,000). CTOR is 12% (300 ÷ 2,500). A low click rate with a high CTOR points to a weak subject line. A high open rate with a low CTOR points to weak body content or a poor call to action.
What Is a Good Email Click Rate?
Across all industries, the average email click rate sits between 2% and 3%. Mailchimp benchmarks put the all-industry average around 2.6%. Rates vary widely by sector: hobbies, media, and government often exceed 4%, while retail and e-commerce frequently fall below 2%.
| Segment | Typical click rate | Source |
|---|---|---|
| All industries average | 2.6% | Mailchimp benchmarks |
| Media and publishing | 4.6% | Mailchimp benchmarks |
| E-commerce and retail | 2.0% | Mailchimp benchmarks |
| Nonprofit | 2.6% | Mailchimp benchmarks |
Compare against your industry benchmark and your own historical average, not a universal target.
How to Improve Email Click Rate
- Use one clear primary call to action. Competing links split attention and lower clicks on the offer that matters.
- Make CTAs buttons, not buried text links. Buttons are easier to spot and tap on mobile, where most opens happen.
- Segment your list. Sending relevant content to a targeted group beats one message for everyone.
- Tag links with UTM parameters. linkutm’s email UTM builder tags newsletter links so Google Analytics attributes the resulting traffic and conversions to the campaign.
- Test send times and subject lines. More qualified opens usually lead to more clicks.
Frequently Asked Questions
What is a good email click rate?
A good email click rate is generally 2% or higher, with the all-industry average around 2.6% according to Mailchimp. Media and hobby sectors often exceed 4%, while retail tends to fall below 2%. Judge performance against your industry benchmark and your own past campaigns.
How is email click rate calculated?
Email click rate equals clicks divided by emails delivered, multiplied by 100. A campaign with 300 clicks on 10,000 delivered emails has a 3% click rate. Delivered emails, not sent emails, form the denominator so bounces do not distort the result.
What is the difference between email click rate and CTOR?
Email click rate divides clicks by delivered emails. Click-to-open rate (CTOR) divides clicks by opens. Click rate measures the full campaign; CTOR isolates how well the email body performed for people who opened it.
Why has email click rate become more important?
Apple’s Mail Privacy Protection, launched in September 2021, inflates open rates by pre-loading images and registering opens that did not occur. Clicks are unaffected, so click rate is now a more trustworthy engagement metric for many senders.
To measure your campaign performance, use the free email click rate calculator at linkutm.