Email click rate calculator
Email click rate is unique clicks divided by delivered emails. Two hundred and forty-five clicks from 4,900 delivered is 5%. Unlike open rate, a click is a real action a person took, which is why it survived the privacy changes intact.
How to calculate email click rate
Unique clicks rather than total clicks is the convention worth keeping, because total clicks double-count one enthusiastic reader clicking three links. The other number to watch is the ratio between click rate and unsubscribe rate: a campaign that lifts clicks while also lifting unsubscribes is borrowing from the list rather than earning from it. Over enough sends that trade shows up as a shrinking audience and a rising cost per click.
Questions
Two to five per cent of delivered is typical for a broad newsletter; segmented and transactional mail runs much higher.
Unique. Total clicks double-count one person clicking several links and flatter the number.
A click is a deliberate action. An open can be a mail client pre-loading an image nobody looked at.
Clicks divided by opens. Useful for judging content, but it inherits the open-rate reliability problem in its denominator.
Watch the ratio to clicks. Rising clicks with rising unsubscribes means you are spending the list rather than growing it.