Definition
The unclicked rate is the share of delivered recipients who clicked nothing, the complement of the unique-click rate. It shows the gap between reading and acting.
A high unclicked rate with good opens signals weak content or placement.
The unclicked rate shows the gap between reading and acting, revealing content and CTA problems. A high rate with good opens signals weak persuasion or placement. Tracking it alongside unique clicks gives a fuller picture.
Using the Metric
Track it alongside unique-click rate.
Investigate when opens are high but few clicks occur.
Why It Matters
The unclicked rate shows the gap between reading and acting. Understanding it reveals content and CTA problems.
Best Practices
- Track it alongside unique-click rate.
- Investigate when opens are high but few clicks occur.
- Use it in subject-line or CTA experiments.
- Compare across segments.
- Act on weak conversion zones.
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Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
Abuse Complaint
An abuse complaint is a report from a recipient who marks an email as spam, which negatively affects sender reputation and deliverability.
AI Email Summary
An AI email summary is a short, machine-generated overview of an email's key points, shown by Gmail, Outlook and Apple Mail before a recipient opens the message. It is reshaping how email marketers think about subject lines, preview text and open rates.
ARPU (Average Revenue Per User)
ARPU (Average Revenue Per User) is a metric that measures the average revenue generated per email subscriber over a specific period, used to evaluate list value and campaign effectiveness.
Attention Rate
Attention rate is the percentage of email opens that last longer than 5 seconds, distinguishing genuine reads from passive opens, preview-pane views, or Apple MPP auto-loads.
Frequently Asked Questions
The share of delivered recipients who clicked nothing. The unclicked rate shows the gap between reading and acting, revealing content and CTA problems.
It exposes the gap between reading and acting. A high rate with good opens signals weak persuasion or placement.
One hundred percent minus the unique-click rate. Tracking it alongside unique clicks gives a fuller picture.
Content or CTA strength is the issue. The unclicked rate shows the gap between reading and acting, revealing content and CTA problems.
Improve CTAs, relevance, and placement. A high rate with good opens signals weak persuasion or placement.