If open rate tells you whether people opened your email, click-through rate tells you whether the content inside actually moved them to act. It's one of the clearest signals of engagement, and unlike opens, clicks aren't distorted by privacy features.

How is click-through rate calculated?

CTR = (unique clicks ÷ emails delivered) × 100. Some marketers also track click-to-open rate, which divides clicks by opens to isolate how well the email content performed among people who actually opened it.

What's a good email CTR?

Averages vary by industry, but ecommerce campaigns often land in the low single digits (roughly 1–3%). Automated, behavior-triggered emails usually beat broadcasts because they're more relevant.

How do you improve click-through rate?

Use one clear, benefit-driven call to action, segment so content matches interest, keep emails scannable, and test button copy and placement. Not sure how you compare? Drip's free Click-Through Rate Calculator benchmarks your CTR against your industry.