function calculateEmailCTR() {
// Get input values using var
var sentInput = document.getElementById('emailsSent');
var bouncedInput = document.getElementById('emailsBounced');
var clicksInput = document.getElementById('totalClicks');
var resultBox = document.getElementById('ctrResult');
var sent = parseFloat(sentInput.value);
var bounced = parseFloat(bouncedInput.value);
var clicks = parseFloat(clicksInput.value);
// Validation logic
if (isNaN(sent) || sent < 0) {
alert("Please enter a valid number for Emails Sent.");
return;
}
if (isNaN(clicks) || clicks < 0) {
alert("Please enter a valid number for Total Clicks.");
return;
}
if (isNaN(bounced) || bounced < 0) {
bounced = 0;
}
// Logic: Delivered = Sent – Bounced
var delivered = sent – bounced;
// Prevent division by zero and logical errors
if (delivered delivered) {
alert("Note: Number of clicks is higher than delivered emails. While possible with multiple clicks per user, ensure your data is correct.");
}
// Calculate CTR formula
var ctr = (clicks / delivered) * 100;
// Update DOM
document.getElementById('displayDelivered').innerHTML = delivered.toLocaleString();
document.getElementById('displayClicks').innerHTML = clicks.toLocaleString();
document.getElementById('displayCTR').innerHTML = ctr.toFixed(2) + '%';
// Show result
resultBox.style.display = 'block';
}
Understanding Email Click-Through Rate (CTR)
Email Click-Through Rate (CTR) is one of the most critical metrics in email marketing. It measures the percentage of recipients who clicked on at least one link in your email campaign. While the Open Rate tells you how many people viewed your email, the CTR tells you how many people actually engaged with the content enough to take action.
How is Email CTR Calculated?
The standard formula for calculating Email CTR excludes bounced emails (emails that were not delivered) to provide a more accurate representation of engagement. The formula is:
CTR = (Total Clicks ÷ (Total Sent – Total Bounced)) × 100
Variables defined:
Total Sent: The number of email addresses you attempted to send the campaign to.
Total Bounced: The number of emails that were rejected by the recipient's server (due to invalid addresses, full inboxes, etc.).
Delivered Emails: Total Sent minus Total Bounced.
Total Clicks: The count of clicks generated by the campaign.
Why Your CTR Matters
A healthy CTR indicates that your email content is relevant, your offer is compelling, and your Call-to-Action (CTA) is clear. It is a direct indicator of:
Content Relevance: Did the body copy match the promise of the subject line?
Design Effectiveness: Was the button or link easy to find?
Audience Segmentation: Did you send the right message to the right people?
What is a Good Email CTR?
Email benchmarks vary significantly by industry, but generally, an average CTR falls between 2% and 5%. Highly targeted campaigns or transactional emails often see much higher rates, sometimes exceeding 10-15%.
4 Ways to Improve Your Email CTR
Optimize for Mobile: Over 50% of emails are opened on mobile devices. Ensure your buttons are large enough to be tapped with a thumb and your layout is responsive.
Use Clear Calls-to-Action (CTAs): Avoid vague phrases like "Click here." Use action-oriented text like "Download the Guide," "Shop the Sale," or "Get Your Quote."
Segment Your List: sending a generic blast to your entire database rarely works well. Segment your list by demographics, past purchase behavior, or interests to increase relevance.
A/B Test Your Links: Experiment with button colors, link placement, and anchor text to see what drives more engagement.