A metric that measures the percentage of email recipients who clicked on one or more links contained in an email message. CTR is a key performance indicator (KPI) used to gauge the effectiveness and engagement level of an email campaign. It is calculated by dividing the number of unique clicks by the number of emails delivered, and then multiplying by 100 to express it as a percentage.

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The formula for CTR is the number of clicks divided by the number of delivered emails and then multiplied by 100.

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A higher CTR indicates that a greater proportion of recipients found the email content compelling enough to engage with, suggesting successful design, relevant messaging, and effective calls-to-action (CTAs). A low CTR can highlight areas for improvement, such as subject line, email design, content relevance, or CTA placement. Monitoring and optimizing CTR helps improve overall campaign performance and achieve marketing objectives.