What is a Click-Through Rate?
We'll begin our email data journey with engagement rates, starting with click-through rate.
Click-through rate (CTR) measures the percentage of email openers who clicked on a link. The formula for calculating the click-through rate is as following:
= Unique Clicks / Unique Opens × 100
Unique clicks count the number of times a link was clicked by an individual email subscriber, while the total clicks count include every time a subscriber clicked on a link. If a subscriber clicked on a single link multiple times (let's say 5 times), that would be 1 unique click, and 5 total clicks in email analytics.
The same logic goes for unique and total opens as well. If a subscriber opened an email 5 times, it will be counted as 1 unique open, and 5 total opens.
The click-through rate serves an indicator of how engaging your email content is, where every click holds the potential to transform a subscriber into a loyal customer. Furthermore, it also shows the effectiveness of call-to-actions you have. A higher CTR suggests that your emails are resonating with your audience and driving them to take action.