What is email click rate?
Email click rate, also called email click-through rate, is the share of delivered emails that produced at least one click. It measures whether the content moved people to act, not just to open. It is the more dependable engagement metric. Unlike opens, a click is a deliberate action, so privacy features do not distort it the way they distort open rate.
The formula.
Email click rate = (unique clicks divided by delivered) times 100. It counts clicks against everyone who received the email, which is what separates it from click-to-open rate. Use unique clicks so repeat clicks from one person count once. That keeps the rate a measure of how many people acted, not how many times.
A worked example.
Of 2,000 delivered emails, 60 produce a click. The click rate is 60 divided by 2,000, times 100, which is 3%.
What is a good email click rate?
Email click rates run low, often 2 to 3%, with strong campaigns higher. Because it tracks a real action, it is a better health signal than open rate, especially since privacy changes made opens unreliable. Compare within your own program and by campaign type.
How to improve it.
Lead with one clear call to action, make the offer relevant to the segment, and keep the path from email to landing page short. Fewer, sharper asks beat a wall of links. Clicks ultimately go somewhere, and the page they land on decides what happens next.