Click Through Rate (CTR) : So what is it?

The Click Through Rate (CTR) indicates the percentage of recipients who opened your email who clicked. This is often confused with click rate, which indicates the percentage of recipients who clicked.


CTR meaning

CTR stands for Click Through Rate and indicates the percentage of recipients who opened your email and then clicked. This percentage allows you to measure within email marketing how good your email is at persuading people to click on the call to action.

Click Rate meaning

Click Rate shows the percentage of people who received your email and then clicked on a link in your email. The click rate is most commonly used to indicate how well an email works, while my preference when measuring emails is still to measure the CTR. This is because it gives a better picture of the content of an email.

Calculating CTR

The Click Through Rate (CTR) is calculated by dividing the number of clicks by the number of emails opened and multiplying it by 100:

(Number of Clicks / Number of Emails Opened) x 100 = Click Through Rate (CTR) %.

Click Rate (CR) is calculated by dividing the number of clicks by the number of recipients of the email and multiplying this by 100:

(Number of Clicks / Number of Emails Delivered) x 100 = Click Rate (CR) &

While calculating, the difference between CTR and CR comes out well and is in the comparison with open rates and delivered emails. Both are good for measuring the effectiveness of emails. If you only look at the content of your email and how well it converts, it is better to use the Click Through Rate.

What is a good CTR?

When we talk about what is a good click through rate we are talking about about more than 8-10%. In fact, the average CTR is somewhere between 8-10%.

This should not be confused with click rate. Even websites like Mailchimp have stated on their website that the average CTR is around 3%, but I’m sure by this they mean click rate and not CTR. After all, a CTR of 3% is extremely low.

The average click rate is between 2-5% and to have a good click rate you have to be above this. This varies per industry.

How to increase CTR ?

You obviously want to have a high CTR as well, so how can you increase your CTR? With email marketing, fortunately you can measure a lot and will therefore need to measure what works for your target audience. Try A/B testing the following 3 components for a better CTR.


To get a higher CTR, you can test different types of offers. Let’s say you send an e-mail with a 10% discount. Maybe instead of a discount, you can try sending a free gift with the next purchase and get a higher Click Through Rate. You’ll find this out by A/B testing. Try testing your offer and see what gives the best results for your target audience.


Testing the content in your email can also be a good part of testing. Good copywriting in your email can have a positive effect on the results of your email. Test different types of text, images and designs to see what works best for you.

Call to Action

A Call to Action can have a big impact on CTR since this is where people should click. Try to make your Call to Action as attractive as possible. You do this by:

  • Highlighting the benefits
  • Having a clear Call to Action
  • Having your CTA visible immediately
  • upon opening the email

Try not to use Call to Actions that say “view now” or “buy now,” but try to use a CTA like:

  • “Sign up for free.”
  • “I want to lose 10kg in 6 weeks”
  • “Shop now and save 10%”
  • “I want 10 euros off my next order”


With this kind of CTA, you will definitely improve your CTR. Good luck!