Email Click-Through Rate
Percentage of email recipients who click at least one link in the email. Distinct from open rate (which is unreliable since Apple MPP in iOS 15 made pixel-based tracking inaccurate). CTR benchmarks: transactional emails (7-15%), marketing newsletters (2-4%), promotional (1-3%). Segmented and personalized campaigns often achieve 3-5× base CTR.
How to calculate it
(unique_clicks / delivered_emails) × 100Use unique-click CTR (not total clicks) for benchmarking. Open rate is unreliable post iOS-15 Apple MPP. CTR relative to opens (CTOR — click-to-open rate) is sometimes a better signal of email engagement quality.
Per-industry distribution (4)
Each row shows the cited p25 / p50 / p75 for Email Click-Through Rate in that industry. Click an industry to open the full benchmark page.
Swipe horizontally to see the study name and source details.
| Industry | p25 | p50 | p75 | Study / source |
|---|---|---|---|---|
| Ecommerce (D2C Retail)Reported | 1.5% | 2.4% | 5.0% | HubSpot State of Marketing 2024 |
| SaaS (B2B Software)Derived | 2.0% | 3.8% | 7.5% | HubSpot State of Marketing 2024 (derived for SaaS) |
| B2B Services (Agencies, Consulting)Derived | 1.5% | 3.0% | 6.0% | HubSpot State of Marketing 2024 (derived) |
| Media (Content publishers, News)Derived | 2.0% | 4.5% | 8.5% | HubSpot State of Marketing 2024 (derived for media) |
Primary source
State of Marketing Report (2024) · HubSpot · 2024
Annual survey of 1,400+ marketing professionals globally. Covers email marketing benchmarks (open rate, CTR, CTOR), lead generation and lead-to-SQL conversion rates, content marketing performance, and B2B pipeline metrics. Cross-referenced with HubSpot platform data from 100,000+ customers. B2B and agency respondents skew.