What is Click-through rate?

What is Click-through rate (CTR)?

Click-through rate is the share of delivered emails that produced at least one link click. Some tools report click-to-open rate instead, clicks divided by opens, which isolates the content's performance from the subject line's. Either way, a click is the moment a reader becomes a visitor.

CTR depends on three things: a single clear call to action, content that earns the click, and a list that wanted the email in the first place. Campaigns with one obvious button consistently outperform emails that offer six competing links.

Why it matters

Clicks are where email turns into traffic, sign-ups and sales, so CTR is the closest email metric to money. It is also the most honest engagement signal: opens can be inflated by privacy features, but a click is a deliberate act. Watching CTR per link tells you not just whether the email worked, but which part of it people cared about.

How it works in Medivot

Every link in a Medivot campaign is tracked per recipient, so you see exactly who clicked what, and click events join opens on the CRM timeline. That makes follow-up practical: call the people who clicked pricing, tag the ones who clicked the case study, or start an automation when a specific link is clicked.

Related terms

• Open rate: The percentage of delivered emails that recipients open, the first signal of whether your subject line and sender name earn attention.
• Call to action (CTA): The specific instruction that tells the reader what to do next: the button, link or line that turns interest into an action.
• Conversion rate: The percentage of people who take the action you wanted, out of all who had the chance: visitors who register, leads who buy, recipients who click.
• Email marketing: Sending commercial messages to people who gave you their email address: newsletters, offers, onboarding and follow-up, to an audience you own.