Click Rate

Click rate is the percentage of delivered messages that produced at least one click on a link. In email, it tells you how many of the people who got your campaign were interested enough to leave the inbox and land on your store. It is a measure of interest in the offer, not of the sale itself.

It is not Open Rate, which counts people who opened the email without doing anything else, and it is not click-to-open rate, which measures clicks only among openers. It is also not Conversion Rate: a click is a visit, not a purchase, and most clicks never become orders.

Divide unique clicks by emails delivered, then multiply by 100. Two choices change the number a lot. Using delivered as the denominator is the honest version, because it counts everyone who could have clicked. Using opens as the denominator gives click-to-open rate, which is always higher and hides a weak subject line. Some platforms count total clicks rather than unique clickers, which inflates the figure when one person clicks three links. Check which your dashboard uses before comparing two campaigns.

Open Rate sits one step earlier and counts opens rather than clicks. Conversion Rate sits one step later and counts orders from the traffic your clicks created. Revenue per Recipient collapses all of it into money per subscriber. Deliverability governs whether the email reached an inbox at all, which sets the denominator your click rate is divided by.