Measure clicks against delivered emails, and separately against opens, to isolate content performance.
The click rate is the share of emails delivered that clicks on links in the email represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
Email Click Rate
Email Click Rate = Clicks on links in the email ÷ Emails delivered × 100
Email Click Rate = Clicks on links in the email ÷ Emails delivered × 100 The click rate is the share of emails delivered that clicks on links in the email represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
This calculator takes 2 inputs: Clicks on links in the email, Emails delivered. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.