Email Click-Through Rate: How to Optimize CTAs & Increase Clicks
Learn what affects email click-through rates, industry benchmarks, and proven tactics to optimize CTAs and boost engagement.
Email click-through rate (CTR) measures the percentage of recipients who clicked a link in your email. While open rates show subject line effectiveness, CTR reveals how compelling your email content and calls-to-action are.
High CTR indicates engaged subscribers who find value in your emails and are moving toward conversion. This guide covers everything you need to optimize CTAs and maximize clicks.
What is Email Click-Through Rate?
Click-through rate is the percentage of delivered emails that received at least one click on a link.
CTR = (Unique Clicks ÷ Delivered Emails) × 100
Example:
- Sent: 10,000 emails
- Delivered: 9,800 emails
- Unique Clicks: 294
CTR = (294 ÷ 9,800) × 100 = 3.0%CTOR (Click-to-Open Rate) = (Unique Clicks ÷ Unique Opens) × 100
Example:
- Unique Opens: 2,450
- Unique Clicks: 294
CTOR = (294 ÷ 2,450) × 100 = 12.0%CTR vs CTOR
CTR measures overall campaign effectiveness (including deliverability and opens). CTOR isolates content quality by measuring engagement from those who opened. Use both—CTR for overall performance, CTOR for content optimization.
CTR Benchmarks by Industry
| Industry | Average CTR | Good CTR | Average CTOR |
|---|---|---|---|
| SaaS / Technology | 2-3% | 4%+ | 10-15% |
| E-commerce / Retail | 3-5% | 6%+ | 12-18% |
| Media / Publishing | 4-6% | 7%+ | 15-20% |
| Financial Services | 2-4% | 5%+ | 10-14% |
| Non-Profit | 2-4% | 5%+ | 10-16% |
| Education | 3-5% | 6%+ | 12-17% |
Context Matters
CTR varies dramatically by email type: promotional emails (2-3%), newsletters (4-6%), transactional emails (10-15%), and triggered emails (15-30%). Compare similar email types, not all campaigns together.
What Affects Click-Through Rates?
1. Call-to-Action (CTA) Design
Your CTA's design, placement, and copy directly impact clicks. Clear, prominent, action-oriented CTAs significantly outperform generic "Click here" links.
2. Email Relevance
Targeted, personalized content generates 2-3x higher CTR than generic blasts. Segmentation and personalization ensure emails match subscriber interests.
3. Value Proposition
Recipients need a clear reason to click. Compelling value propositions—exclusive content, limited offers, solutions to problems—drive clicks.
4. Mobile Optimization
60%+ of emails are read on mobile. Unoptimized emails with small links or poorly formatted content see 50% lower CTR on mobile devices.
5. Content Scannability
Most people skim emails. Clear structure with headers, bullet points, and whitespace helps readers find and click CTAs quickly.
6. Number of CTAs
More CTAs = divided attention. Emails with one primary CTA convert 371% better than those with multiple competing CTAs.
How to Increase Email Click-Through Rates
Use Clear, Action-Oriented CTA Copy
Be specific about what happens when users click. Action verbs + value = higher CTR.
Design Prominent CTA Buttons
Button best practices:
- Use contrasting colors that stand out from email design
- Make buttons large enough to tap on mobile (44x44px minimum)
- Add white space around buttons for visual prominence
- Use button text, not images (better for accessibility and loading)
- Repeat primary CTA if email is long (top and bottom)
Create a Single, Clear Focus
Each email should have one primary goal. Multiple CTAs competing for attention reduce overall clicks. Guide readers toward one clear action.
Personalize Content
Go beyond "Hi [Name]". Use behavioral data, purchase history, browsing activity, or preferences to send highly relevant emails. Personalized CTAs see 202% higher CTR.
Optimize for Mobile
Mobile optimization is critical:
- Responsive design that adapts to screen size
- Large, tappable buttons (not small text links)
- Single-column layout for easy scrolling
- Concise copy (mobile users scan quickly)
- Place CTAs above the fold when possible
Use Urgency and Scarcity (Authentically)
Genuine limited-time offers or limited quantity create urgency that drives clicks. Be authentic—false urgency damages trust. "Sale ends tonight" or "Only 5 spots remaining" work when true.
Segment Your Audience
Send targeted emails to specific groups based on behavior, interests, or demographics. Segmented campaigns see 3x higher CTR than non-segmented blasts.
Include Preview/Teaser Content
Show just enough value to create curiosity. Product images, stat highlights, or content snippets encourage clicks to see more. "Read the full article" works better than just a headline.
A/B Test CTAs
Test systematically:
- Button copy ("Get started" vs "Start free trial")
- Button color (brand color vs high-contrast color)
- Button placement (top, middle, bottom)
- Number of CTAs (one vs multiple)
- Button size and shape
Improve Email-Landing Page Match
Ensure landing pages match email promises. Mismatched expectations cause immediate bounces. Email says "20% off"? Landing page should show 20% off, not a generic homepage.
CTA Placement Best Practices
Short Emails (<200 words)
One CTA in the middle or at the end.
Medium Emails (200-500 words)
CTAs at the beginning and end.
Long Emails (>500 words)
Multiple CTAs throughout.
Above the Fold
Place at least one CTA above the fold (visible without scrolling) on mobile. Many readers won't scroll, so give them an early opportunity to click.
Common CTR Mistakes to Avoid
✗ Too Many CTAs
Multiple competing CTAs confuse readers and reduce overall clicks. Focus on one primary action per email.
✗ Vague CTA Copy
"Click here" and "Learn more" don't communicate value. Be specific: "Download free guide" or "Start 14-day trial" tell readers exactly what they'll get.
✗ Image-Only CTAs
Many email clients block images by default. If your CTA is an image, users won't see it. Use HTML buttons with text.
✗ Small, Hard-to-Tap Links
Tiny text links are difficult to tap on mobile. Use large buttons (minimum 44x44px) for easy tapping.
✗ No Clear Value Proposition
Readers won't click if they don't know why they should. Clearly communicate the benefit of clicking before asking them to act.