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    Metrics

    Click-Through Rate (CTR)

    The percentage of delivered emails where the recipient clicked at least one link.

    CTR = (unique clicks / delivered) × 100. Industry average for marketing email is around 2–3%. CTR is now a more reliable indicator of engagement than open rate, since it cannot be inflated by privacy features. Use it to A/B test subject lines, copy, design, and CTAs.

    Related terms

    Open Rate

    The percentage of delivered emails that were opened by the recipient.

    Click-to-Open Rate (CTOR)

    Of the people who opened, the percentage who also clicked.