Email Click Rate is the number of unique recipients who clicked on any link in your email, represented as a percentage of successfully delivered emails. This metric is a good indicator of how click-worthy your subject lines are, and can also be used to gauge email deliverability.
An email campaign is successfully delivered to 50,000 unique recipients. 3,000 unique recipients clicked on a link or an image in your email.
Email Click Rate = 3,000 unique recipients who clicked / 50,000 unique recipients = 6% CTR
A good Click-Through Rate for your email campaign is 2.6% on average, as of 2021. This is based on Campaign Monitor's annual global email benchmark report.
Use a line chart to track changes in your email CTR over time. Efforts to refine your marketing campaign will result in an upward-trending line chart, if done effectively. Take a look at the chart for an example of how to visualize your CTR data:
Email Click Rate effectively measures the immediate response rate of an email and is often cited as the success (or lack of success) of a specific email campaign.
Although the official formula is to measure the ratio of clicks to delivered emails, remember that, to be able to click on a link, recipients need to open the email in the first place. An alternate measurement, that fine tunes how good your Call to Actions (CTAs) are, would be to look at clicks to opens.
As with all marketing material, the rate at which your audience engages, or clicks through, depends on the quality of your target audience and the quality of your content.
