The percentage of email recipients who clicked on one or more links in the email.

What it Measures ?

How many people clicked on links inside your email.

Relevant StakeHolders 

Email Marketers, Copywriters

In-depth Use Case / Real-world Example

Email Click Rate measures engagement by identifying how many recipients clicked on links within your email. It is calculated by dividing the number of unique clicks by the total number of delivered emails and multiplying by 100. For example, if 500 recipients click out of 5,000 delivered emails, the click rate is 10%. In a manufacturing context, this KPI can measure how effectively an email drives interest in whitepapers, product videos, case studies, or sales meetings. It goes one step beyond open rate to reflect genuine user interaction with your content. A high click rate generally means your email content is relevant and your calls-to-action are compelling. For instance, a newsletter showcasing a “5-Step Guide to Reducing Manufacturing Scrap” with a clear CTA (“Download the Guide”) might outperform general product promotion emails. Click rates can also be broken down by content type to identify what formats perform best—video, blog, case study, webinar, or product sheet. If your open rates are high but click rates are low, it may suggest your content is mismatched with expectations set by the subject line or lacks visual appeal. For manufacturing marketers running lead nurturing programs, this KPI is vital for scoring engagement and progressing leads through the funnel. It also helps identify which content types or offers are more successful with specific personas, like factory managers versus supply chain heads. Continuous optimization of content layout, CTA design, and copy improves this KPI over time.