Click rate

What is the click-through rate? 

Le click rate of an email marketing (CTR ou Click Through Rate (in English), it is a percentage obtained by calculating the ratio of clickers (number of people who clicked on a link) to the number of messages delivered.

Click-through rate = Number of clickers / Number of messages delivered * 100

It is important to note that the CTR varies depending on the recipients' interest in the message content and, in particular, their interest in the Call-To-Action.
The effectiveness of a campaign can be considered higher when the result obtained is high.
The quality of the target audience and their receptiveness to the message are also key factors in achieving a good CTR.

An example of click-through rate calculation

An email is delivered to 10.000 recipients and the campaign registers 1.200 clicks.
$$\text{CTR}= {{\text{1200}\over\text{10000}}*100}=12\%$$
So the CTR is 12%

Note 1: A common mistake is to perform this calculation on the total number of clicks (instead of the number of clickers or unique clicks). Since a clicker may have clicked multiple links in the message, this would give a more favorable result than the usual CTR.

Note 2: If the message does not contain any links or link tracking did not work, then this rate will automatically be zero.

A still reliable indicator…

Email privacy protection measures (PPMs) currently have little impact on email click-through rates. PPMs aim to enhance user privacy and security by blocking certain tracking features commonly used by email senders, such as open tracking, making them less reliable (see the opening rate). But the click-through rate is currently relatively unaffected by these limitations and remains an indicator considered reliable by professionals.
However, messaging providers and in particular Apple are pushing their user protection measures further and further, and we invite you to remain vigilant about the updates they may propose and the impact this could have on this indicator in the future.

Update: This rate could be impacted by LTP (Link Tracking Protection), a feature proposed by Apple in the future iOS 17… to be continued.