Click-through rate (CTR) is the percentage of delivered emails in which the recipient clicked at least one link.
In depth
CTR measures how well your content and calls to action drive action, making it a more reliable engagement signal than open rate. Average email CTR across industries is roughly 2 to 3 percent. Improve it with a single clear call to action, benefit-led copy, prominent buttons, segmentation and mobile-friendly design. CTR differs from click-to-open rate, which measures clicks only among those who opened.
Example
If 10,000 emails are delivered and 250 recipients click, CTR is 2.5 percent.
Related terms
See our full email marketing glossary or the complete email marketing guide.