What Is a Good Click Rate for Email Marketing?

What Is The Average Click Rate For Email Marketing?

Nov 02, 2022


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Email click rate is an essential metric for email marketing. It measures the percentage of subscribers who clicked a link within the body copy of an email, thus measuring engagement. Research from Mailchimp states that the average email marketing click rate is about 2.62% across all industries. Improving your click rate will help bring email subscribers to sales pages, sign-up forms, or subscription pages that will generate conversions. This article will detail how you can increase your click rate, along with providing statistics and information about other email marketing metrics. 

What Is a Good Click Rate for Email Marketing?

A click rate above the average of 2.62% is a generally a good click rate, but this can vary a lot by industry. For most industries, aiming to get a click rate above the average of 2.62% is a good place to start. Though, if you want to aim for the highest, the below are the top 5 highest click rates by industry.

  1. Government: 4.58%
  2. Media and publishing: 4.36%
  3. Hobbies: 4.11%
  4. Social networks and online communities: 3.33%
  5. Non-profit: 3.27%

How To Increase Email Click Rate in 2024

Increasing your email click rate will make your email marketing campaigns more successful by driving more traffic to your website or conversion pages. This will lead to more sales and higher overall revenue. Ways you can increase your click rate are:

  • Clear call to action: If you want to generate more link clicks, your emails must have a clear call to action. The call to action tells your readers what you want them to do next, so they can take the next steps in the conversion process. 
  • Intuitive design: Email subscribers shouldn’t have to think when they are reading your email copy. Your emails should have an intuitive design, so the links you want customers to click are clear and stand out. Using elements like color pops, arrows, or bold text can help direct the reader’s attention to important spots of the copy and buttons or links you want them to click.
  • Emphasize value: Your marketing emails should emphasize value. Providing your email subscribers with valuable information or content will make them more likely to trust your company and click on links within your emails. In addition, highlighting the value they will get after clicking on the link will also lead to a higher click rate.  
  • Address audience wants/needs: Before writing your email copy, you must understand the wants and needs of your audience. This can help you touch on important pain points and explain how your products or services can help. Knowing what your audience responds to best will help make your email copy more influential and drive more link clicks. 
  • Engaging subject line: You can’t get someone to click on a link within your email if they don’t open it. Having an engaging subject line for your email that makes email subscribers want to know more will get them to click on it and view your content. 

Implementing these tips into your email marketing campaigns will lead to better consumer reception and higher click rates. 

Additional Email Marketing KPIs

In the realm of email marketing, understanding and monitoring key performance indicators (KPIs) is crucial for optimizing campaigns and achieving better engagement with your audience. Among these metrics, the Click-To-Open Rate (CTOR) stands out as a critical measure of how effectively your email content prompts actions among recipients.

Click-To-Open Rate Meaning

The Email Click-To-Open Rate (CTOR) is an insightful metric that calculates the ratio of link clicks to the number of subscribers who opened your email. This ratio offers a more nuanced understanding of your email copy’s capability to generate link clicks compared to mere open rates. By analyzing CTOR, marketers can pinpoint which elements of their email content resonate with readers and drive engagement, providing a clearer direction for content optimization.

CTOR vs. Open Rate

While the open rate is a straightforward metric indicating the percentage of email subscribers who have opened your email, the CTOR dives deeper, assessing the effectiveness of the email content in compelling those who open the email to take further action by clicking on a link. This distinction is crucial; while a high open rate suggests that your subject lines effectively get recipients to open the email, a high CTOR indicates that the content within is engaging enough to prompt clicks. In essence, CTOR offers a more detailed insight into the performance of your email marketing efforts beyond the initial engagement.

Click to Open Rate Average

Understanding industry benchmarks for CTOR can provide valuable context for evaluating your email campaigns. According to research from Campaign Monitor, the average click-to-open rate stands at 10.5% across various industries. Striving to surpass this average is a good goal, but it’s important to remember that CTOR benchmarks can vary significantly across different sectors. Tailoring your strategy to not only meet but exceed these averages where possible can significantly enhance the effectiveness of your email marketing campaigns.

Marketers can gain comprehensive insights into their campaigns’ performance by focusing on CTOR in conjunction with other email marketing KPIs, enabling them to fine-tune their strategies for maximum impact.

What Is The Average Email Open Rate?

The average email open rate is 21.33%. High open rates show that your subject lines are effective at making your subscribers click on your emails to learn more. Consistently having good open rates can also be a great indicator that your email subscribers are continuously staying engaged with your email content. 

Unfortunately, in 2023, email open rate has become a less relevant metric because of Apple’s Mail Protection Policy (MPP). Apple now preloads emails on its own proxy servers, making it look like it was opened by the recipient. This inflates open rates that are tracked by email marketing software. 

However, AudiencePoint is aware of this, and our email insight software provides you with relevant metrics with today’s standards. We filter out emails that are opened on the Apple Proxy IP ranges, to make sure your data remains accurate. The metrics and insights our software provides you with help improve the performance of your email marketing campaigns through our engagement data pool, send-time optimization, and analyzing your email list and subscriber activity. 


Click rate is an essential metric to measure how effective your emails are at influencing subscribers to take action. Link clicks bring subscribers to sales pages and other important company web pages that lead to conversions. You can increase your click rates through effective calls to action, good email design, and providing email subscribers with value. By following these tips, your email marketing campaigns will be more successful at driving sales and revenue for your company. Contact AudiencePoint today to learn how we can help you optimize your email marketing campaigns.