{"id":169048,"date":"2025-12-29T11:06:45","date_gmt":"2025-12-29T16:06:45","guid":{"rendered":"https:\/\/www.constantcontact.com\/blog\/?p=169048"},"modified":"2026-03-20T15:26:16","modified_gmt":"2026-03-20T19:26:16","slug":"click-rate-vs-click-through-rate-in-email-marketing","status":"publish","type":"post","link":"https:\/\/www.constantcontact.com\/blog\/click-rate-vs-click-through-rate-in-email-marketing\/","title":{"rendered":"Click Rate in Email Marketing vs. Click Through Rate: What\u2019s the Difference?"},"content":{"rendered":"\n

In email marketing, click rate measures the total number of clicks on your links<\/strong>, while click-through rate (CTR) tells you the percentage of unique subscribers who clicked<\/strong>.<\/li>\n\n\n\n
You can calculate your click-through rate by dividing the number of unique clicks by the number of emails delivered, which gives you a clear measure of how many individuals engaged with your campaign.<\/li>\n\n\n\n
The primary benefit of tracking both metrics is that you get a more complete picture of engagement<\/strong>, seeing both the breadth of your reach (CTR) and the depth of interest from your most engaged subscribers (click rate).<\/li>\n\n\n\n

A high click rate combined with a low click-through rate can indicate that only a small group of very interested subscribers is clicking multiple times, suggesting your content may not be appealing to the broader audience.<\/li>\n<\/ul>\n\n\n\n
Sending emails to your list can sometimes feel like yelling into a void. Is your message actually landing with your audience? There are two main metrics you can use to determine this: click rate and click-through rate.<\/p>\n\n\n\n
Looking at both the click rate and the click-through rate for your campaigns will help you understand if your emails are driving your audience to take action, so you know what’s working and what’s not — and where to focus your email marketing efforts to improve performance.<\/p>\n\n\n\n
What is click rate in email marketing?<\/h2>\n\n\n\n
In email marketing, click rate is the measurement of how many email recipients are actually opening emails and clicking on the links within. It’s always expressed as a percentage. For example, if you send an email to 1,200 people and 60 of them click a link inside the email, your click-through rate would be 5%.<\/p>\n\n\n\n
Click rate helps you understand overall campaign engagement at the audience level.<\/p>\n\n\n\n
Why is click rate an important metric in email marketing<\/h2>\n\n\n\n
Click rate tells you whether subscribers take meaningful action after receiving an email or send it straight to the archive. Small businesses should pay attention to click rate because it can provide lots of helpful information, including:<\/p>\n\n\n\n
\n
Whether the message resonates with the entire audience.<\/li>\n\n\n\n
Whether the email list has quality issues (e.g., a lot of bounced addresses)<\/li>\n\n\n\n
If the subject line and content are properly aligned<\/li>\n\n\n\n
Revenue and conversion trends<\/li>\n\n\n\n
Performance comparison across campaigns<\/li>\n<\/ul>\n\n\n\n
You should monitor click rates across all your email campaigns to identify positive and negative outliers. These signals can indicate whether you need to mix up your subject lines, revisit your list segmentation, or improve your calls-to-action.<\/p>\n\n\n\n
What is click-through rate in email marketing?<\/h2>\n\n\n\n
Click-through rate (CTR) in email marketing is the ratio of clicks to opened emails. It’s similar to click rate, but the difference is that the average email click-through rate<\/a> does not include successful email sends that are not<\/em> delivered.<\/p>\n\n\n\n
The formula for CTR is:<\/p>\n\n\n\n
Click-through rate = [ Clicks \/ Opened emails ] x 100<\/strong><\/p>\n\n\n\n
CTR helps marketers understand how the actual content of their emails is performing — such as how engaging the text or visuals are, whether the call to action is clear, and whether the offer or promo resonates with the reader.<\/p>\n\n\n\n
CTR leaves out the context of subject lines and list quality, and can be misleading when working with a small list. Let’s look at an example with 10 emails successfully sent.<\/p>\n\n\n\n
Customer<\/th> Opened<\/th> Unique Clicks<\/th> Total Clicks<\/th><\/tr><\/thead>
Abby<\/td> Yes<\/td> 1<\/td> 5<\/td><\/tr>
Brandon<\/td> No<\/td> –<\/td> _<\/td><\/tr>
Mike<\/td> No<\/td> –<\/td> _<\/td><\/tr>
Dillon<\/td> No<\/td> –<\/td> _<\/td><\/tr>
Ellie<\/td> Yes<\/td> 0<\/td> 0<\/td><\/tr>
Frances<\/td> Yes<\/td> 1<\/td> 1<\/td><\/tr>
Gilbert<\/td> Yes<\/td> 1<\/td> 3<\/td><\/tr>
Hannah<\/td> Yes<\/td> 1<\/td> 2<\/td><\/tr>
Ivan<\/td> No<\/td> _<\/td> _<\/td><\/tr>
Julia<\/td> No (bounced)<\/td> _<\/td> _<\/td><\/tr><\/tbody>
Total<\/td> 5<\/td> 4<\/td> 11<\/td><\/tr><\/tfoot><\/table><\/figure>\n\n\n\n
In this sample, the click rate is:<\/p>\n\n\n\n
[4 \/ (10-1)]x 100 = 44%<\/strong><\/p>\n\n\n\n
While the CTR is:<\/p>\n\n\n\n
(11\/5)x100 = 220%<\/strong><\/p>\n\n\n\n
So, while click-through rate may give you an impressive number, in the example above, Hannah and Gilbert may have skewed the data by being so interested in your email.<\/p>\n\n\n\n
Because it is so variable, Constant Contact doesn’t use CTR in reports, but it can be a useful metric to know and calculate, depending on the circumstances.<\/p>\n\n\n\n
Clicks per unique opens<\/h3>\n\n\n\n
Clicks per unique opens show how many individual readers clicked at least once. That formula is:<\/p>\n\n\n\n
Clicks per unique opens = (unique clicks \/ unique opens) x 100<\/strong><\/p>\n\n\n\n
In our example above, the clicks per unique opens are 80%.<\/p>\n\n\n\n
This metric is similar to CTR. But because it focuses on unique clicks rather than total clicks, it shows how many members of the audience are engaged enough to click through. This can correct for outliers like Hannah and Gilbert.<\/p>\n\n\n\n
What is a good click rate?<\/h2>\n\n\n\n
According to G2, the average click rate<\/a> is 2.62%, depending on business size, industry, and overall list engagement. Small businesses that keep their lists clean and up to date may have a slightly higher click rate than the average, especially if they consistently write engaging, click-worthy content.<\/p>\n\n\n\n
But ultimately, you’ll want to set your click rate benchmark internally based on your industry and your click rate history.<\/p>\n\n\n\n
In Constant Contact’s Unique Clicks report<\/a>, you can see the click rate for an email send, the average click rate for your last 10 emails, and the industry average over Constant Contact accounts.<\/p>\n\n\n\n
$\"\"$ <\/figure>\n\n\n\n
Find these metrics in Constant Contact by clicking on the clicks for any email in the Email Campaigns report.<\/p>\n\n\n\n
Click rate vs click-through rate: Why both matter for small businesses<\/h2>\n\n\n\n
Click rate shows broad audience interest in the entire send, correcting for bounces and unsuccessful sends. CTR and clicks per unique opens metrics show the effectiveness of the content within the email after it’s been opened.<\/p>\n\n\n\n
For marketers, it’s not a matter of choosing between a measure of opens vs. clicks<\/a>. Using click rate, CTR, and clicks per unique opens together gives you a more complete picture of subscriber engagement.<\/p>\n\n\n\n
\n
Click rate gives you insight into the effectiveness of the subject line and your list.
<\/li>\n\n\n\n
CTR tells you the overall interest and engagement with the content, including those who return to the email and click multiple links, which helps you analyze the stickiness of the content.
<\/li>\n\n\n\n
Clicks per unique open reveal the percentage of people who open the email who engage with the content, giving you insight into how well your list is targeted and how the content performs.<\/li>\n<\/ul>\n\n\n\n
These metrics give you a clearer picture of how your campaign is performing, especially when you look at them alongside past sends and similar campaigns.<\/p>\n\n\n\n
How to increase your click rate and click-through rate<\/h2>\n\n\n\n
Now that you know how to calculate your click rate and CTR, you want to optimize them. These best practices will help you increase your email click-through rate<\/a> and click rate. Try to implement them for every send:<\/p>\n\n\n\n
\n
Use one clear call to action (CTA)<\/strong> so your audience knows exactly what to do.
<\/li>\n\n\n\n
Improve mobile readability<\/strong> by decreasing image sizes, using mobile-ready templates, and increasing button and font sizes.
<\/li>\n\n\n\n
Use segmented lists<\/strong> of like-minded groups that make your offer feel personalized.
<\/li>\n\n\n\n
Keep copy simple and scannable<\/strong> by using bullet points or different heading sizes to prioritize information.
<\/li>\n\n\n\n
Use AI to refine headlines and CTAs<\/strong> using tools trained on what works for email engagement.
<\/li>\n\n\n\n
Test different layouts or offers<\/strong> one at a time; running too many tests at once will make it harder to understand what’s working.
<\/li>\n\n\n\n
Personalize content with tags or segments<\/strong> that group your audience by previous engagements and behaviors so that your messages will provide your value and your audience will be more interested in reading.
<\/li>\n\n\n\n
Optimize send times<\/strong> according to industry standards and what your audience responds to.<\/li>\n<\/ul>\n\n\n\n
SMBs will also want to look into email marketing software that lets them segment, analyze, and test their email campaigns quickly and easily. They should look for software with A\/B testing, benchmarks for click rates, and send time suggestions based on industry standards.<\/p>\n\n\n\n
<\/div>

Customer<\/th>	Opened<\/th>	Unique Clicks<\/th>	Total Clicks<\/th><\/tr><\/thead>
Abby<\/td>	Yes<\/td>	1<\/td>	5<\/td><\/tr>
Brandon<\/td>	No<\/td>	–<\/td>	_<\/td><\/tr>
Mike<\/td>	No<\/td>	–<\/td>	_<\/td><\/tr>
Dillon<\/td>	No<\/td>	–<\/td>	_<\/td><\/tr>
Ellie<\/td>	Yes<\/td>	0<\/td>	0<\/td><\/tr>
Frances<\/td>	Yes<\/td>	1<\/td>	1<\/td><\/tr>
Gilbert<\/td>	Yes<\/td>	1<\/td>	3<\/td><\/tr>
Hannah<\/td>	Yes<\/td>	1<\/td>	2<\/td><\/tr>
Ivan<\/td>	No<\/td>	_<\/td>	_<\/td><\/tr>
Julia<\/td>	No (bounced)<\/td>	_<\/td>	_<\/td><\/tr><\/tbody>
Total<\/td>	5<\/td>	4<\/td>	11<\/td><\/tr><\/tfoot><\/table><\/figure>\n\n\n\n In this sample, the click rate is:<\/p>\n\n\n\n [4 \/ (10-1)]x 100 = 44%<\/strong><\/p>\n\n\n\n While the CTR is:<\/p>\n\n\n\n (11\/5)x100 = 220%<\/strong><\/p>\n\n\n\n So, while click-through rate may give you an impressive number, in the example above, Hannah and Gilbert may have skewed the data by being so interested in your email.<\/p>\n\n\n\n Because it is so variable, Constant Contact doesn’t use CTR in reports, but it can be a useful metric to know and calculate, depending on the circumstances.<\/p>\n\n\n\n Clicks per unique opens<\/h3>\n\n\n\n Clicks per unique opens show how many individual readers clicked at least once. That formula is:<\/p>\n\n\n\n Clicks per unique opens = (unique clicks \/ unique opens) x 100<\/strong><\/p>\n\n\n\n In our example above, the clicks per unique opens are 80%.<\/p>\n\n\n\n This metric is similar to CTR. But because it focuses on unique clicks rather than total clicks, it shows how many members of the audience are engaged enough to click through. This can correct for outliers like Hannah and Gilbert.<\/p>\n\n\n\n What is a good click rate?<\/h2>\n\n\n\n According to G2, the average click rate<\/a> is 2.62%, depending on business size, industry, and overall list engagement. Small businesses that keep their lists clean and up to date may have a slightly higher click rate than the average, especially if they consistently write engaging, click-worthy content.<\/p>\n\n\n\n But ultimately, you’ll want to set your click rate benchmark internally based on your industry and your click rate history.<\/p>\n\n\n\n In Constant Contact’s Unique Clicks report<\/a>, you can see the click rate for an email send, the average click rate for your last 10 emails, and the industry average over Constant Contact accounts.<\/p>\n\n\n\n $\"\"$ <\/figure>\n\n\n\n Find these metrics in Constant Contact by clicking on the clicks for any email in the Email Campaigns report.<\/p>\n\n\n\n Click rate vs click-through rate: Why both matter for small businesses<\/h2>\n\n\n\n Click rate shows broad audience interest in the entire send, correcting for bounces and unsuccessful sends. CTR and clicks per unique opens metrics show the effectiveness of the content within the email after it’s been opened.<\/p>\n\n\n\n For marketers, it’s not a matter of choosing between a measure of opens vs. clicks<\/a>. Using click rate, CTR, and clicks per unique opens together gives you a more complete picture of subscriber engagement.<\/p>\n\n\n\n \n Click rate gives you insight into the effectiveness of the subject line and your list. <\/li>\n\n\n\n CTR tells you the overall interest and engagement with the content, including those who return to the email and click multiple links, which helps you analyze the stickiness of the content. <\/li>\n\n\n\n Clicks per unique open reveal the percentage of people who open the email who engage with the content, giving you insight into how well your list is targeted and how the content performs.<\/li>\n<\/ul>\n\n\n\n These metrics give you a clearer picture of how your campaign is performing, especially when you look at them alongside past sends and similar campaigns.<\/p>\n\n\n\n How to increase your click rate and click-through rate<\/h2>\n\n\n\n Now that you know how to calculate your click rate and CTR, you want to optimize them. These best practices will help you increase your email click-through rate<\/a> and click rate. Try to implement them for every send:<\/p>\n\n\n\n \n Use one clear call to action (CTA)<\/strong> so your audience knows exactly what to do. <\/li>\n\n\n\n Improve mobile readability<\/strong> by decreasing image sizes, using mobile-ready templates, and increasing button and font sizes. <\/li>\n\n\n\n Use segmented lists<\/strong> of like-minded groups that make your offer feel personalized. <\/li>\n\n\n\n Keep copy simple and scannable<\/strong> by using bullet points or different heading sizes to prioritize information. <\/li>\n\n\n\n Use AI to refine headlines and CTAs<\/strong> using tools trained on what works for email engagement. <\/li>\n\n\n\n Test different layouts or offers<\/strong> one at a time; running too many tests at once will make it harder to understand what’s working. <\/li>\n\n\n\n Personalize content with tags or segments<\/strong> that group your audience by previous engagements and behaviors so that your messages will provide your value and your audience will be more interested in reading. <\/li>\n\n\n\n Optimize send times<\/strong> according to industry standards and what your audience responds to.<\/li>\n<\/ul>\n\n\n\n SMBs will also want to look into email marketing software that lets them segment, analyze, and test their email campaigns quickly and easily. They should look for software with A\/B testing, benchmarks for click rates, and send time suggestions based on industry standards.<\/p>\n\n\n\n <\/div>