The click-through rate (CTR) is one of the most important KPIs in email marketing. It measures the share of recipients who clicked at least one link in your newsletter.
Pro tip: CTR is more reliable than open rate because a click is intentional — it proves real engagement.
How is CTR calculated?
| CTR | = (Unique clicks / Delivered emails) × 100 |
|---|
Mailpro shows two metrics:
- Raw CTR: across all delivered emails
- CTOR (Click-to-Open Rate): only on emails actually opened
What's a good CTR?
| Industry | Average CTR |
|---|---|
| B2B | 2.5% - 4% |
| Ecommerce | 2% - 3.5% |
| Media / News | 4% - 6% |
| Non-profits | 3% - 5% |
How to improve it
- One clear, well-placed primary CTA
- Personalised content (first name, segment)
- Big, thumb-friendly buttons on mobile
- A/B test subject lines and visuals
- Tight list segmentation
More on the campaign statistics page.
Track CTR campaign by campaign. Start free with Mailpro.
Related: what is a good open rate.