CTR

Clickthrough Rate

• What It Is: The percentage of email recipients who clicked on one or more links contained in a given email.
• How to Calculate It: (Total clicks OR unique clicks ÷ Number of delivered emails) * 100
• Example: 500 total clicks ÷ 10,000 delivered emails * 100 = 5% clickthrough rate

(Using either total clicks or unique clicks in the calculation above works, as long as you use the same approach consistently.)

Clickthrough rate (CTR) is likely the first answer you’ll get when you ask an email marketer what metrics they track. It’s what I like to call the “day-to-day” email marketing metric, because it lets you easily calculate performance for every individual email you send. From there, you can track how your CTR changes over time.

CTR is also frequently used for determining the results of A/B tests, as these tests are often designed with the intention of finding new ways to get more clicks in your emails.

How valuable is a clickthrough rate?

Clickthrough rate is a very important metric for all email marketers to be tracking, as it gives you direct insight into how many people on your list are engaging with your content and interested in learning more about your brand or your offer.