Click-through rate measures how many recipients click links in your email. Learn how CTR is calculated and proven ways to improve clicks.
Click-through rate (CTR) is the percentage of email recipients who clicked on at least one link in your email. CTR helps you understand how compelling your message and call-to-action are after the email is opened.
CTR is influenced by clarity, relevance, and friction. Emails with a single clear goal, strong CTA language, and links that match the recipient’s intent tend to perform better. Design also matters: scannable layouts and obvious clickable elements help.
To improve CTR, segment your list, personalize content where it genuinely helps, and test CTA placement and wording. Also review link behavior such as redirect chains or suspicious shorteners that may reduce trust and clicks.