Definition of Email Click Rate

Email Click Rate, also known as Click-Through Rate (CTR), is a digital marketing metric that measures the percentage of recipients who clicked on one or more links within an email. It is calculated by dividing the total number of clicks by the number of delivered emails, then multiplying the result by 100. This metric helps marketers assess the effectiveness of their email campaigns and the level of engagement with their audience.


The phonetics for “Email Click Rate” in the International Phonetic Alphabet (IPA) are:ˈiːmeɪl klɪk reɪt

Key Takeaways

  1. Email Click Rate (ECR) is a crucial metric that measures the percentage of recipients who clicked on one or more links within an email, showcasing the effectiveness of an email campaign.
  2. Improving ECR requires creating engaging and relevant content, utilizing strong call-to-actions, and optimizing email design and layout to drive user interaction.
  3. Monitoring and analyzing ECR allows marketers to refine their email marketing strategies, better understand user behavior, and maximize ROI on their campaigns.

Importance of Email Click Rate

Email Click Rate is an important digital marketing term because it measures the effectiveness of your email campaigns by determining the proportion of subscribers who engage with the email content.

This metric provides valuable insights into the success of the campaign, as well as the relevance and appeal of the content to the target audience.

A higher click rate indicates that subscribers are interested in the information, products, or services presented in the emails, which may lead to increased conversions, sales, and customer loyalty.

Evaluating the email click rate can help marketers identify areas for improvement, optimize their email marketing strategies, and make data-driven decisions to better meet the needs and preferences of their audience, ultimately enhancing the overall return on investment (ROI) of their marketing efforts.


Email Click Rate serves as a crucial indicator in assessing the effectiveness of digital marketing campaigns carried out through email. This metric illuminates the level of engagement users have with the email content and aids marketers in refining their strategy.

By evaluating aspects such as targeted audience, relevance of the message, and overall user experience, the Email Click Rate underlines areas that need improvement and highlights the successful aspects of the campaign. It’s an invaluable tool that enables marketers to make informed decisions about optimizing their content and creating hyper-relevant, appealing material that enhances user interest, resulting in increased traffic and consequently improved conversion rates.

Furthermore, Email Click Rate helps identify the most compelling call-to-actions, persuasive subject lines, and visually appealing designs that resonate with the target audience. By analyzing this data, marketers can hone in on the most effective content to strengthen the relationship between their brand and the customer, fostering long-term loyalty and increasing the likelihood of up-selling and cross-selling opportunities.

Thus, Email Click Rate not only measures the performance of individual campaigns but also demonstrates the overall return on investment for email marketing efforts, guiding businesses toward the best practices for nurturing valuable relationships with their customer base.

Examples of Email Click Rate

Example 1: An online clothing store sends out an email campaign to its subscribers promoting a new line of summer dresses. The email contains images and links directing the customers to the website’s dress collection. Out of 10,000 email recipients, 2,000 clicked on the links within the email. The email click rate would be 2,000 clicks / 10,000 emails * 100 = 20%.

Example 2: A fitness company sends a monthly newsletter to its subscribers containing workout tips, nutrition advice, and links to blog articles and fitness equipment. The newsletter is sent to 5,000 subscribers, and during the month, 500 people click on the links within the email. The newsletter’s email click rate would be 500 clicks / 5,000 emails * 100 = 10%.

Example 3: A software development company sends an email about a product update to its 3,000 customers. The email contains a link directing them to a page where they can see the detailed list of new features and improvements. Out of the 3,000 emails sent, 600 users clicked the link. In this case, the email click rate is 600 clicks / 3,000 emails * 100 = 20%.

Email Click Rate FAQ

1. What is email click rate?

Email click rate is a metric used to measure the percentage of subscribers who clicked on one or more links within an email. It is calculated by dividing the number of unique clicks by the number of delivered emails and is usually expressed as a percentage.

2. Why is email click rate important?

Email click rate is an essential metric to track as it helps businesses understand the effectiveness of their email marketing campaigns. A high click rate indicates that your email content is relevant and engaging, while a low click rate suggests that your content may need improvement to encourage more interaction.

3. How can I improve my email click rate?

Improving email click rates can be achieved through various tactics. Some of the best practices include writing compelling subject lines, personalizing email content, using clear and concise call-to-action (CTA) buttons or links, segmenting email lists, and testing different email layouts and content types.

4. What is a good email click rate?

There isn’t a one-size-fits-all answer for a good click rate, as it can vary depending on the industry and the type of campaign. In general, an email click rate of around 2-3% is considered average, while anything above 5% is considered excellent.

5. What is the difference between click rate and click-through rate?

Click rate and click-through rate (CTR) are metrics used to measure KPIs in email marketing. While click rate measures the percentage of subscribers who clicked on any link within an email, CTR measures the percentage of subscribers who clicked on a specific link within an email, taking into account the total number of impressions (or views) that the link had.

Related Digital Marketing Terms

  • Open Rate
  • Conversion Rate
  • Bounce Rate
  • Unsubscribe Rate
  • List Growth Rate

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