Email Click-Through Rate Calculator
The engagement metric that cannot be faked.
Click rate
3%
up 0.4% on last campaign
Click rate against delivered is the metric worth optimising, because unlike open rate it cannot be faked by a mail client pre-fetching images. It is also the only engagement number that correlates reliably with revenue.
How the Email Click-Through Rate Calculator works
Click rate against delivered is the engagement metric worth optimising, because unlike open rate it cannot be triggered by a mail client loading images. It is also the only engagement number that correlates reliably with revenue.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
How is email click rate calculated?
Unique clicks divided by emails delivered. Using total clicks instead of unique inflates it, because one enthusiastic reader clicking five links is not five engaged people.
What is a good email click rate?
Ecommerce campaigns commonly sit between 1% and 3% on broadcast sends, with automated flows several times higher. Your own trend matters far more than any published benchmark.
How do I improve click rate?
One clear primary action, a link placed above the fold, and a subject line that sets an expectation the email delivers. Adding more links usually lowers the rate rather than raising it.
Should I measure against delivered or opened?
Delivered. Measuring against opens divides by a number that machine opens have corrupted, which makes the ratio move for reasons unrelated to your content.