Definition
Email click-through rate is commonly calculated as unique clickers divided by delivered messages. Click-to-open rate uses unique clickers divided by unique openers; it answers a different question and inherits open-tracking limitations.
Tracked clicks are stronger evidence of action than pixel loads, but security scanners and link-checking systems can still create automated requests. Conversion and product events help distinguish meaningful intent.
Why it matters
CTR connects the inbox and message experience to the next step. It can help evaluate relevance, hierarchy, offer clarity, and call-to-action placement when audience and delivery conditions are comparable.
How it works
- 01
Links are rewritten through a tracked redirect.
- 02
A client or scanner requests the tracked URL.
- 03
The platform records the event and redirects to the destination.
- 04
Unique recipient clicks are divided by delivered messages.
Example
Delivered: 9,800
Unique opens: 3,136
Unique clickers: 392
CTR: 392 ÷ 9,800 = 4.0%
CTOR: 392 ÷ 3,136 = 12.5%Common mistakes
- Calling click-to-open rate CTR.
- Counting every security-scanner request as human intent.
- Comparing newsletters, receipts, and alerts against one benchmark.
- Optimizing for clicks that do not produce a useful downstream outcome.
Key takeaways
- Define the denominator whenever reporting CTR.
- Filter or contextualize suspected automated activity.
- Connect clicks to conversion and customer value.