What is Click-through rate?
Click-through rate is the percentage of email recipients who click at least one link, usually calculated against delivered emails.
It is a better signal of interest than opens because a click needs a deliberate action. Click-to-open rate divides clicks by opens instead, which is less reliable now that opens are inflated.
Read CTR alongside revenue. A high CTR on an email that does not sell may mean the offer or landing page is the problem, not the email.
A worked example.
A campaign has a high click rate but little revenue. The team checks the landing page and finds it loads slowly on mobile and hides the add-to-cart button. After fixing the page, the same email earns more from the same clicks.
Common mistakes.
- Chasing clicks that do not lead to sales
- Comparing CTR across very different audiences
- Ignoring mobile layout when clicks are low
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