Email Click Rate Definition

Email Click Rate is a calculated metric that measures what percentage of your subscribers are clicking within your emails. Email marketers should be very interested in tracking the click rates for their subscribers over time for each one of their campaigns. This is an engagement metric that monitors how often subscribers are clicking through your emails to your website or app.

Option 1 - Click Rate

Click Rate = (Email Clicks / Emails Delivered)

Option 2 - Unique Click Rate

Unique Click Rate = (Unique Email Clicks / Emails Delivered)

Email Click Rate Best Practices

Improving Your Click Rates

If you think about your email marketing metrics as a funnel, as visualized below, you can start to improve the various fallout points. For example, the email marketing funnel can be described like this:

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Email Marketing Funnel

Each point in the email marketing funnel (sent, opens, clicks, conversion, revenue, etc.) can be improved by making tweaks to your strategy and campaigns. See below how the click rate can be improved:

Click Rate - This metric can be improved by tweaking your email content is. Try and make the email content easy to read, clear, focused on one call to action and short. Think of the email as a school bus in which will drop people off at the real destination. Email is not the destination by itself. 

Tracking Click Rates Over Time

Your subscribers will be most engaged in the very beginning of their email lifecycle. So your welcome campaigns or introduction emails will likely have the highest click rates. This is normal. It is the honeymoon season for your subscribers with your product. However, overtime your subscribers may find your email content not as engaging or not relevant anymore. There are hundreds of reasons as to why a subscribe might not be clicking through your emails, the important thing is to track it and watch out for spikes and dips in click through engagement. 

Tracking Unique Click Rates in a Given Time Period

If you only track the general click rate then you may be missing the bigger picture of your subscriber list. For example, let's say you have a 10% click rate. This is a standard average for most email marketers. However, some of your subscribers are more than likely clicking several times which is falsely inflating your numbers. Click rate by itself can be misleading because of this. By tracking the unique clicks you may find that only 3% of your subscribers are clicking. 

Moving Subscribers Who Don't Open to Re-Engagement Campaigns

For the subscribers who have fallen out of love with your email program or become distracted by other email programs I have good news. It is not too late to earn those subscribers back! Many email marketers will put these subscribers on a do-not-disturb email list and quit communicating with them. A better practice, however, would be to place them on a new drip campaign that is designed to strategically re-engage them or better yet find out what it is they are really looking for. Collecting feedback from your subscribers is a great method to inform what your subscribers really want to receive from you.  


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