Email Click Rate
Email click rate is the percentage of delivered emails in which a recipient clicked at least one link, calculated as unique clicks divided by delivered emails.
In depth
Click rate measures intent more reliably than opens because a click is a deliberate action that privacy pre-loading cannot fake. Platforms wrap your links in tracking redirects so each click is attributed to a specific recipient and link, letting you see which call-to-action or content block actually earns engagement. A related metric, click-to-open rate, divides clicks by opens instead of by delivered emails to isolate how compelling the body content is once the email is open.
In a quiz-funnel workflow, the click is usually the moment a lead moves from passive reader to active participant by clicking through to start or revisit a scorecard. A frequent pitfall is burying the primary link below long copy or competing with too many secondary links, which dilutes attention. To raise click rate, lead with a single clear action, match the link's promise to the landing experience, and segment so each lead receives a CTA relevant to their stage and score.
Example in practice
Frequently asked questions
What's the difference between click rate and click-to-open rate?
Click rate divides unique clicks by delivered emails, while click-to-open rate divides clicks by opens. Click-to-open isolates how persuasive your content is for people who actually opened, making it useful for testing body copy and CTAs.
What is a good email click rate?
B2B SaaS click rates often range from 2% to 5%, but this depends on list quality, segmentation, and offer relevance. Comparing against your own historical performance is more meaningful than a generic benchmark.
How do I increase email click rate?
Use a single, prominent call-to-action, keep copy scannable, and ensure the link's promise matches the destination page. Segmenting by quiz score so each lead gets a relevant offer typically produces the largest lift.