Email CTR: Email Click-Through Rate
The percentage of delivered emails that received at least one click on a link.
Formula
Why it matters
Email CTR is the most reliable email engagement signal post-iOS 15 (open rates are inflated by pixel pre-loading). A low CTR means email content is not driving action — either the value proposition is weak or the CTA is unclear.
How to improve Email CTR
Use a single primary CTA per email (not 5 competing links), make the CTA button text action-oriented ("See your report" not "Click here"), and ensure mobile rendering is correct.
B2B SaaS: 3–8%. E-commerce: 1–3%. Newsletter: 2–5%.
Prooflytics tracks Email CTR automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
What is CTOR (Click-to-Open Rate)?
CTOR divides clicks by opens (not by total delivered), measuring engagement only among people who opened. CTOR is useful for testing email content quality independently of subject line performance.