Everyone talks about open rates, but clicks are what really matter. An email that doesn’t get clicks is just another unopened tab in someone’s inbox. If your click rate is low, your return on investment (ROI) is also struggling.
Fixing your click rate is totally doable. Tiny tweaks—like a clearer CTA, better timing, or smarter segmentation—can turn those passive openers into action-takers. This post will show you how.
What is a good click rate for email marketing?
Whether it’s business performance or social media engagement, we often question which metrics truly matter. What is this essential insight that can transform your approach?
By focusing on this key element, you can enhance your clarity, sharpen your decision-making, and unlock your full potential in both your personal and professional endeavors.
The metric that actually matters
Click rate = (Total Clicks / Emails Delivered) × 100
Translation? It’s the percentage of people who actually do something after opening your email. That “Buy Now” button? That webinar sign-up? This metric tells you if your email was persuasive enough to get a reaction.
You need both. Opens get you in the door. Clicks make things happen.
Why does this number hold power
Your click rate shows how well your email performed. If your click rate is low, it means your email did not succeed. This may be due to your call to action, your message, or even the timing of when you sent it.
The benchmark breakdown
Email benchmarks aren’t one-size-fits-all—they vary by industry. A B2B email list works differently from an e-commerce audience, and healthcare subscribers engage differently than retail shoppers. These benchmarks give you a baseline to measure your performance against.
So, what’s “good” when it comes to click rates? It depends on your industry. Different audiences engage with emails differently, so comparing your results to the right benchmark is key. But here’s a quick cheat sheet:
- B2B Emails (3.2% CTR): If you send an email to 10,000 business professionals, expect around 320 clicks on your links.
- B2C Emails (2.5% CTR): Sending to 10,000 consumers? You might get 250 clicks on your email content.
- E-commerce (2-4% CTR): A seasonal campaign sent to 10,000 subscribers could see 200 to 400 people clicking to check out products.
- Healthcare & Education (4%+ CTR): If an educational institution emails 10,000 students/parents, they may see 400+ clicks on average.
If you’re hitting a 2-5% click-through rate (CTR) on your emails, you’re performing within the industry average. But what does that mean in real numbers? Let’s break it down:
- If you send an email to 10,000 people, a 2% CTR means 200 people clicked. A 5% CTR means 500 clicks.
- Below 2%? That’s a sign your email needs work—maybe better subject lines, clearer CTAs, or improved targeting.
- Above 5%? You’re doing exceptionally well—your audience is engaged, your offer is compelling, and your strategy is working.
Why benchmarks are only half the story
Click rates vary based on your industry, audience, and email type. A sale announcement will have a different engagement than a newsletter.
Take Fabletics, for example. The activewear brand boosts its email click-through rate by featuring personalized product recommendations based on each subscriber’s shopping behavior and past purchases. Their emails include a section that says, “Your Personalized Picks Have Arrived,” followed by a clear CTA button.
This approach instantly grabs attention because recipients see products tailored to their interests, making them far more likely to click. The takeaway? Relevance drives engagement. If you want better CTRs, personalize your emails with data-driven recommendations that feel tailor-made for each subscriber.
Factors that make (or break) your click rate
Content quality: The hook that pulls readers in
Your email needs to grab attention—and fast. If your content doesn’t resonate, people won’t click.
- Are you offering real value, Nobody wants another “Buy now!” email. Solve a problem, offer a tip, or entertain them. Make your emails worth their time.
Example: Instead of “50% off all skincare today only!”, try “The 3 biggest mistakes people make with skincare (and how to fix them)”. Then, naturally, link to your products as solutions. - Does your email sound like a human, or a robot? “Dear Valued Customer” = Delete.
“Hey Sarah, here’s something just for you…” = Click!
People connect with people, not brands. Write like you’re having a conversation, not making an announcement. - Personalization boosts engagement by 26%—are you using it?
- Use first names. “Hey Sarah” feels better than “Dear Customer.”
- Recommend products based on past behavior.
- Send content relevant to their interests. If they’ve read about home workouts before, send them an email about fitness tips—not about kitchen gadgets.
Email design: First impressions matter
You have 3 seconds before someone decides to read or bail. Make it count.
- Is your email easy to scan? People don’t read emails. They skim. Use:
- Short paragraphs (2-3 lines max)
- Bullet points
- Bold text for key takeaways
- Clear headers
- Example: Instead of a big block of text, break it down:
Before: “Our new shoes are lightweight, comfortable, and come in various colors. They’re perfect for running, hiking, or casual wear. Check out our full range now.”
After: Why you’ll love our new shoes:
- Lightweight & comfortable
- Perfect for running & hiking
- Available in 6 stylish colors
[Shop now]
- Are your links and buttons tap-friendly for mobile users? Over 50% of emails are opened on a phone. Make sure:
- Buttons are at least 44×44 pixels (so they’re easy to tap)
- Links have enough spacing so people don’t click the wrong one
- Fonts are readable (stick to 14-16px for body text)
- Are you using images that enhance—not distract from—the message?
- Avoid slow-loading, oversized images.
- Use lifestyle images that show the product in action.
- Add ALT text for accessibility and better deliverability.
How to improve your click rate (without guesswork)
Step 1: Make your emails irresistible
- Write like you talk (ditch the jargon)
Example: Instead of “Leverage this innovative solution to enhance your daily routine.” or ” use “Here’s an easy way to upgrade your morning.”
- Use curiosity-driven subject lines.
Example: “You’re missing out on this…” or “3 secrets top marketers won’t tell you”
- Give ONE clear action per email (don’t overwhelm them with 10 links).
Example: If you want them to download a guide, don’t also ask them to check your latest blog and follow you on social media in the same email.
Step 2: Optimize for clicks
- Place CTA buttons where the readers can find it easily (Don’t make them scroll to find it!).
- Use urgency. A limited-time offer makes people act faster.
- Make links buttons big and obvious. Tiny text links? No thanks.
- Use directional cues (arrows, images of people looking toward the button, etc.) to guide attention.
CTA Button Best Practices:
- Use high-contrast colors (your CTA should stand out).
- Make it action-driven (instead of “Submit,” try “Get My Free Guide”).
- Keep it short (2-4 words work best).
Step 3: Test, tweak, repeat
- A/B test subject lines, layouts, CTAs. Even small tweaks can improve results.
- Check where people drop off. Use heatmaps to see where they stop scrolling.
- Re-send emails with a different subject line to non-openers.
Example A/B test:
- Version A: “Exclusive 48-Hour Deal Inside”
- Version B: “ Ends Soon: 48-Hour Deal”
- Result: One will get more clicks—keep testing to find out why!
Step 4: Automate & personalize
- Send abandoned cart emails. (They were interested—remind them!)
- Use behavioral triggers. If they clicked a link about winter boots, send them more winter fashion picks.
- Make it feel personal. First names are great, butknowing what they need is better.
Automation Example:
- Day 1: Welcome email with helpful tips
- Day 3: Recommend a product based on what they viewed
- Day 7: Offer a discount if they haven’t purchased yet
Conclusion
A great email gets clicks by being valuable, clear, and engaging.
Make one improvement at a time. You might start by changing your call-to-action (CTA), writing a better subject line, or improving your email design. Keep testing and making adjustments, and you will see your click rate increase.
While it might get a little difficult to tick all the boxes all at once, with the right tool by your side, things can get a lot easier!
Check out Icegram Express, make the process a cake walk.
FAQs
What is a good email click rate?
A good click rate varies by industry, but generally, anything between 2-5% is considered strong. If you’re hitting above 5%, you’re doing great!
Why is my email click rate low?
Your click rate may be low due to poor email design, weak CTAs, lack of personalization, or irrelevant content. Test different elements and optimize based on your audience’s response.
How can I track my email click rate?
Most email marketing platforms like Mailchimp, HubSpot, and Icegram Express provide click rate tracking in their analytics dashboard. Monitor your CTR (Click-Through Rate) and adjust your strategy accordingly.
How do email client limitations affect click rates?
Some email clients block images or strip tracking parameters, which may affect measured click rates.
What’s the role of email design in improving click rates?
A clean layout, clear CTA buttons, and mobile-friendly design can significantly boost engagement and click-through rates.
Do industry benchmarks vary significantly for B2B and B2C email marketing?
Yes, B2B emails often have lower click rates due to longer decision cycles, while B2C emails tend to see higher engagement.