Email click-through rate (CTR), often called click rate, is the percentage of successfully delivered emails that register at least one tracked click.
Unique email CTR (%) = recipients with at least one tracked click ÷ successfully delivered emails × 100. This calculation uses successful deliveries, not advertising impressions or email opens. Click-to-open rate uses opens as its denominator, while total click counts may include repeated clicks.
Use email CTR to compare how recipients respond to an email’s content and calls to action. Keep the audience and reporting window comparable, and check the platform’s definitions and bot-filtering settings. A tracked click is not itself a completed inquiry or purchase.
Example
If 4,000 emails are delivered and 160 recipients click a link, the unique email click-through rate is 160 ÷ 4,000 × 100 = 4%. Count each recipient once for this calculation, even if they click several links or click repeatedly.