Email & Lifecycle
Email Click-Through Rate Calculator
Email CTR is the share of delivered emails that produced a click. Unlike open rate it is not distorted by privacy pre-fetching, which is exactly why I make it the headline number on campaign reports.
Result
FormulaEmail CTR = (unique clicks ÷ emails delivered) × 100
Worked example
1,218 unique clicks on 42,000 delivered emails is a 2.9 percent CTR. Lifting that to 4 percent would deliver 1,680 clicks, an extra 462 sessions from the same list and the same send.
What to watch for
Broadcast newsletters commonly run 2 to 5 percent CTR on a healthy opt-in list. Triggered and transactional flows run far higher because intent is already established, so never benchmark a welcome email against a Tuesday newsletter.
Count unique clicks, not total clicks. Total clicks reward one enthusiastic subscriber clicking six links and hides the fact that nobody else moved.
The fastest CTR gains I get are structural, not verbal: one clear primary call to action above the fold, and links that repeat that same action rather than scattering attention across five destinations.
Frequently asked questions
What is a good email click-through rate?
For a broadcast to an engaged opt-in list, 2 to 5 percent is a reasonable working band, with lifecycle flows well above it. Your own trailing average for the same email type is the benchmark that actually matters.
Should I measure CTR against delivered or against opens?
Against delivered for campaign performance, because that is the real denominator of people you paid to reach. Against opens when you want to isolate whether the body copy converted the people who actually looked, which is the click-to-open rate.
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This calculator runs entirely in your browser. Nothing you enter is sent to a server, logged, or stored. Figures are for planning and do not constitute financial advice. See disclosures.