CTR (click-through rate) is a measure of clickability. In email marketing, the CTR shows the percentage of users who clicked on clickable elements in an email: a link, an image, or a button. The clickability is mostly calculated in relation to the emails delivered.

You can calculate CTR by the formula:

CTR = number of clicks on links ÷ number of delivered emails × 100%

Usually mailing services calculate this index automatically. You can get it from the report on the sent mailing.

Why do you need to count the CTR of the newsletters

CTR is as important for direct mailings as the opens rate. Because for the sender it is important not only for the subscriber to read the email, but also to perform the intended action. For example, he moved to a product page or an announced publication. The more such conversions, the more effective the mailing.

CTR is usually divided into total and unique.

Total CTR is the clickability which is calculated based on the total number of clicks made by subscribers on all links, buttons and images in the mailing.

TCTR = number of clicks ÷ number of delivered emails × 100%

However, TCTR does not accurately reflect the real situation. For example, users can click on links several times. To exclude double clicks and find out what proportion of recipients are interested in your offer, consider the Unique CTR.

Unique CTR – this is the clickability of an email and only unique clicks are taken into account when calculating Unique CTR. Unique clicks are often defined as the number of clicks made by the recipient. This means that even if the subscriber clicked on all links in the email, only one click will be counted for the UCTR.

UCTR = number of unique clicks ÷ number of delivered emails × 100%

However, it is important to keep in mind that different services may mean different unique clicks, so it is better to clarify the meaning of this parameter in the help service or from technical support.