Email CTR Calculator

Formula Email CTR = (Clicks ÷ Delivered) × 100
Email CTR (%)

Related Calculators

Email CTR = (Clicks ÷ Delivered) × 100

Use this free, online email CTR calculator to calculate your email click-through rate instantly. It also works as an email click rate calculator and email click-through rate calculator. Enter any two known values and it solves for the third.

What Is Email CTR?

Email CTR (Click-Through Rate), also called email click rate, is the percentage of delivered emails that resulted in at least one click on a link inside the email. It measures how compelling the email’s content and calls-to-action were, out of everyone who received it, which makes it a more demanding metric than open rate since it requires a genuine action rather than just an image loading.

Because Apple Mail Privacy Protection inflates open rate data industry-wide, email CTR has become one of the more trustworthy engagement metrics available. A click requires the recipient to actually see and act on the email, something MPP cannot fake.

How to Calculate Email CTR

To calculate email CTR, divide clicks by delivered emails, then multiply by 100.

Email CTR = (Clicks ÷ Delivered) × 100

Step by Step

  • Find your total clicks for the campaign you’re measuring
  • Find your total delivered emails (sent minus bounces) for the same campaign
  • Divide clicks by delivered
  • Multiply by 100 to get a percentage

Worked Examples

  • Small campaign: 25 clicks, 1,000 delivered 25 ÷ 1,000 × 100 = 2.5% email CTR
  • Mid-size campaign: 220 clicks, 14,000 delivered 220 ÷ 14,000 × 100 = 1.57% email CTR
  • Agency-scale account: 2,800 clicks, 165,000 delivered 2,800 ÷ 165,000 × 100 = 1.70% email CTR

Email Click Rate Calculator Formula (Reverse Calculation)

Because this is a reverse-capable calculator, you can also start from a target email CTR and solve for clicks or delivered emails instead.

  • To find Clicks: Clicks = (Email CTR ÷ 100) × Delivered
  • To find Delivered: Delivered = Clicks ÷ (Email CTR ÷ 100)

What Is a Good Email CTR?

Reported click rates vary by platform and, even more, by whether you’re looking at one-off campaigns or automated flows, the gap between the two is one of the largest in email marketing.

Context

Typical Email CTR

Source

Klaviyo, all-vertical campaigns (183,000+ senders)

~1.69%

Klaviyo (2026)

Mailchimp, all users

~2.62%

Mailchimp (2026)

Mailchimp, ecommerce specifically

~1.74%

Mailchimp (2026)

ActiveCampaign, customer campaigns

~6.21%

ActiveCampaign (2025)

Campaign Monitor, cross-platform average

~2.3%

Campaign Monitor (2026)

Klaviyo, automated flows (vs. campaigns)

~5.58%

Klaviyo (2026) — more than 3x the campaign rate

With AI-powered product recommendations

~3.75% (8.79% for top performers)

Klaviyo (2026)

Why the range is wide: automation explains most of the gap here. Automated flows (welcome series, abandoned cart, post-purchase) consistently outperform one-off campaigns because they reach someone at a moment of active intent, not a cold Tuesday send. If your blended CTR looks weak, check whether it’s being dragged down by campaign sends while your flows are quietly performing much better.

How to Improve Your Email CTR

  • Use one clear, primary call-to-action rather than competing for attention with multiple links
  • Make buttons visually distinct and mobile-friendly, since most email opens now happen on mobile devices
  • Segment your list so content is more relevant to each recipient group, rather than sending one generic email to everyone
  • Place your main CTA above the fold so it doesn’t depend on scrolling to be seen
  • Lean on automated flows where possible. They consistently show 3x or higher CTR versus one-off campaigns
  • Test AI-powered product or content recommendations if your platform supports them. Klaviyo’s 2026 data shows a meaningful lift from personalization
  • Test plain-text-style emails against heavily designed ones, plain formats sometimes outperform on CTR, especially in B2B

Frequently Asked Questions

It varies by platform, generally 1.7% to 6.2% for one-off campaigns depending on the source, with automated flows performing significantly higher (around 5.6% versus 1.7% for campaigns on Klaviyo’s 2026 data). Compare your rate against your own platform and campaign type, not a single blended number.

Divide your total clicks by your total delivered emails, then multiply by 100. For example, 25 clicks from 1,000 delivered emails gives a 2.5% email CTR. The calculator above does this instantly, or you can use it in reverse to solve for clicks or delivered emails.

Nothing, “email click rate” and “email CTR” describe the identical calculation. Different platforms and writers just use the two terms interchangeably.

Yes, meaningfully so. Apple Mail Privacy Protection inflates open rate industry-wide by pre-loading tracking pixels regardless of whether someone actually saw the email. A click requires a genuine action, so CTR (and click-to-open rate) are considered more trustworthy engagement signals in 2026 than open rate alone.

This is completely normal. Open rate measures who saw the email (and is inflated further by Apple MPP); CTR measures who actually clicked something inside it, a much higher bar. A large gap between the two often points to a weak or unclear call-to-action rather than a subject-line problem.

Use the reverse mode above: set “I want to calculate” to Clicks, enter 3 for Email CTR and 2,000 for Delivered. The calculator shows 60 clicks.