Definition
Click-through rate (CTR) measures the percentage of delivered emails that produce at least one click. A higher CTR means your content was persuasive enough to move recipients from reading to taking action.
To improve CTR, focus on relevance. The more targeted and segmented your email, the more likely recipients are to click. Then make the path obvious: use a single, prominent call-to-action instead of many competing ones, and place it above the fold.
Design matters too. Clear layouts, compelling offers, and a message that reiterates value in the body content all encourage clicks. A/B test headlines, CTAs and designs, and keep promises made in the subject line so readers trust your click.
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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.
Above the Fold in Email
Above the fold in email refers to the content visible to a recipient before they scroll, a critical area for first impressions and primary calls to action.
Banner Blindness
Banner blindness is the tendency of email recipients to ignore large image-based sections that look like advertisements, reducing the effectiveness of hero banners.
Below the Fold in Email
Below the fold in email is the content a recipient sees only after scrolling, often used for secondary messages, details and supporting calls to action.
Best Time to Send Emails
The best time to send emails generally falls mid-morning or early afternoon on weekdays, but the optimal send time varies by audience and should be tested.
Email Cadence
Email cadence is the rhythm and frequency at which marketing emails are sent to subscribers over a defined period.
Frequently Asked Questions
A healthy email CTR is roughly 2-3% across industries, with higher numbers for automated, behavior-triggered emails and targeted segments. It varies by industry and campaign type.
Relevance. Sending the right content to the right segment has the biggest impact, followed by a clear single CTA, strong offers and above-the-fold placement.
A single prominent CTA usually converts better for a focused goal. If you include multiple, make one clearly primary to avoid confusing recipients.