Formula
Email CTR = (Clicks ÷ Emails Delivered) × 100
Calculation Example
If 5,000 emails are delivered and 250 recipients click a link, CTR = (250 ÷ 5,000) × 100 = 5%
Data Source
Email marketing platforms (Mailchimp, HubSpot, ActiveCampaign)
Tracking Frequency
Weekly, Monthly
Optimal Value
A higher CTR indicates successful email content and strong calls-to-action.
Minimum Acceptable Value
A low CTR suggests weak messaging or poor link placement.
Benchmark
Industry benchmarks: B2B ~2-5%, E-commerce ~1-4%, SaaS ~3-8%
Recommended Chart Type
Bar chart (to compare email performance), Line chart (to track trends)
How It Appears in Reports
Displayed in email marketing reports to assess email engagement.
Why Is This KPI Important?
Indicates how well email campaigns drive traffic and conversions.
Typical Problems and Limitations
High open rates with low CTR indicate weak email content.
Actions for Poor Results
Optimize email content, use strong CTAs, improve email design.
Related KPIs
Email Open Rate, Conversion Rate, Cost per Lead (CPL)
Real-Life Examples
A SaaS company improved email CTR from 2% to 6% by adding personalized CTA buttons.
Most Common Mistakes
Focusing on CTR without ensuring email conversions.
