Click-through rate (CTR)
The share of recipients who clicked on at least one link in your email, measured against messages delivered. Unlike open rate, it is not affected by Apple MPP.
Unlike the open rate, this one actually measures: a click is a click. It is the most reliable indicator of a campaign's performance.
It is sometimes calculated against opens rather than sends — that is called the click-to-open rate (CTOR). Both are valid, as long as you always use the same one.
One main call-to-action performs better than a message scattered with links: the reader does not choose, they click.
In Mailcheer, every link passes through a redirect. It logs the click, then immediately sends the reader on to the destination: the reader sees nothing and always gets there. A click also counts as an open, even when the email client had not already reported one.
The industry-wide average is 2.4% (WebFX & ClickMinded, 2026). An offer your list has been waiting for does better; a newsletter sent to everyone does less.
Why it matters
This is the number to watch. An open is curiosity; a click is intent.