Click-Through Rate (CTR)
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Click-through rate is the percentage of delivered emails in which a recipient clicked at least one tracked link, calculated as unique clicks ÷ delivered emails. It provides a directional signal of how compelling your offer, content, and CTA are to the audience.
- Why it matters:
- More stable and actionable than opens, particularly in a privacy-constrained environment.
- Often used as a leading indicator of conversion and revenue performance.
- Typical analysis:
- Compare CTR by segment (industry, lifecycle, persona).
- Benchmark CTR for campaigns versus automations (automations typically higher).
- Examine click distribution (which links get attention) to inform content strategy.
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