The click-through rate (CTR) is one of the most important KPIs in email marketing. It measures the share of recipients who clicked at least one link in your newsletter.
For reference, the average click rate across Mailpro campaigns in 2026 was 2.47%, and 10.7% of people who opened an email clicked a link. Compare your own results in our 2026 email benchmark.
Pro tip: CTR is more reliable than open rate because a click is intentional — it proves real engagement.
How is CTR calculated?
| CTR | = (Unique clicks / Delivered emails) × 100 |
|---|
Mailpro shows two metrics:
- Raw CTR: across all delivered emails
- CTOR (Click-to-Open Rate): only on emails actually opened
What's a good CTR?
| Industry | Average CTR |
|---|---|
| B2B | 2.5% - 4% |
| Ecommerce | 2% - 3.5% |
| Media / News | 4% - 6% |
| Non-profits | 3% - 5% |
How to improve it
- One clear, well-placed primary CTA
- Personalised content (first name, segment)
- Big, thumb-friendly buttons on mobile
- A/B test subject lines and visuals
- Tight list segmentation
More on the campaign statistics page.
Track CTR campaign by campaign. Start free with Mailpro.
Related: what is a good open rate.