Click-Through Rate (CTR)
Click-through rate is the percentage of delivered emails where at least one link was clicked, calculated as (unique clicks ÷ delivered emails) × 100.
What Is Click-Through Rate (CTR)?
CTR measures how effectively your email content drives action. Unlike open rate, click-through rate is a reliable engagement metric because it requires deliberate action from the reader. Average newsletter CTRs range from 2-5%, though this varies significantly by industry and content type. CTR can be measured as total clicks (counting multiple clicks by the same person) or unique clicks (counting each person only once). Unique CTR is generally more useful for understanding actual engagement. High-performing newsletters often achieve CTRs above 5% through targeted content and compelling calls to action.
Why It Matters for Newsletters
Click-through rate is arguably the most important engagement metric for newsletters. It shows that subscribers aren't just opening your emails — they're finding the content valuable enough to take action. CTR directly correlates with the value you're delivering and is a strong predictor of subscriber retention and newsletter growth.
Best Practices
- Place your most important links above the fold
- Use clear, descriptive link text rather than generic 'click here'
- Limit the number of links to avoid decision paralysis
- Make links visually distinct — buttons for primary CTAs, underlined text for secondary
- Track which links get the most clicks to understand what your audience values
How Aldus Handles This
Aldus provides section-level click tracking, showing you exactly which parts of your newsletter drive engagement. The AI uses this data to learn what content types and formats your subscribers prefer, improving future issues.