Email types & metrics
Click-through rate (CTR)
The share of delivered emails that received at least one click on a tracked link — a stronger engagement signal than open rate.
How clicks are tracked
Links in the email are rewritten to pass through a tracking redirect. When a recipient clicks, the click is recorded and they’re sent on to the original URL.
CTR vs. click-to-open rate
CTR divides clicks by delivered emails. Click-to-open rate (CTOR) divides clicks by opens, which measures how well the content worked for people who opened it. Because opens are now unreliable, CTR is usually the safer headline number.
Improving CTR
- Give each email one clear call to action.
- Put the most important link near the top.
- Use buttons for key actions, sized for phones.
- Send to segments that care about the content.
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Start freeRelated terms
Full glossaryEmail types & metrics
Open rate
The share of delivered emails recorded as opened. Increasingly imprecise due to privacy features that pre-fetch images regardless of a real open.
Deliverability
Engagement rate
How often recipients open, click, or otherwise interact with your email — a primary signal mailbox providers use to decide future inbox placement.
Email types & metrics
Segment
A dynamically evaluated group of contacts matching a set of property or event filters, used to target campaigns and automations precisely.