Click-Through Rate (Email)

Email click-through rate (CTR) is the share of delivered emails that generated at least one link click, typically measured as Unique Clicks / Delivered x 100. CTR is a practical indicator of message relevance, offer quality, and call-to-action clarity. Unlike open-based metrics, click behavior usually reflects stronger engagement intent and ties more directly to downstream conversion outcomes. CTR should be analyzed by segment, template, and campaign objective, because benchmarks vary widely by audience and use case. Teams improve CTR by sharpening copy hierarchy, reducing competing actions, and aligning destination pages with email promise. Consistent testing helps separate design preferences from real performance lift.