What is a good email click-through rate?
A good email click rate is about 2%. MailerLite's 2025 benchmarks looked at 3.6 million campaigns from 181,000 accounts. The sends ran from December 2024 to November 2025. The middle result, called the median, was a 2.09% click rate. In 2024 that middle result was 2%. MailerLite still says "average" in the report. The number they publish is the median, so a few giant campaigns do not pull it up. Click rate means the share of people who got the email and clicked a link. People also call it click-through rate, or CTR.Why clicks beat opens
The median open rate in that same study was 43.46%, up from 42.35% in 2024. That number looks huge. It is also inflated. Apple Mail Privacy Protection can mark an email as opened even when a person never read it. MailerLite says click rate is the better sign of real interest, because a click is a real action. The median click-to-open rate was 6.81%, up from 5.63% in 2024. About 7 in 100 recorded opens also produced a click. The median unsubscribe rate was 0.22%, up from 0.08%. MailerLite ties part of that jump to Gmail making it easier to unsubscribe without opening the email. An older large set from Mailchimp, last updated in December 2023, found a 2.62% click rate across all users. The two studies do not match exactly. Different companies, different customers, different years. A healthy email click rate still sits in a small band around 2%.Email click rates by industry
MailerLite's 2025 medians show a wide spread. Legal emails clicked at 4.90%. Manufacturing was 4.22%. Media was 4.10%. Politics was 0.83%. Beauty and personal care was 0.95%. Restaurants and cafes were 1.06%.| Industry | Median click rate |
|---|---|
| Non-profit | 2.90% |
| Author | 2.75% |
| Consulting | 2.41% |
| Business and finance | 2.37% |
| Higher education | 2.15% |
| Real estate | 1.72% |
| Retail | 1.27% |
| Software and web apps | 1.15% |
| E-commerce | 1.07% |
What your email tool does not show
Your email tool can tell you that a button was clicked. It often cannot tell you the country, the phone type, or whether someone later pasted that same link into a chat. A short tracking link can. Use one short link per button when you need a clean comparison. These two guides go deeper: Text messages often beat these email numbers. SMS click rates explain the gap, and why two honest studies can disagree. For search ads and Facebook ads next to email, read click-through rate benchmarks by channel.How to raise the click rate
MailerLite's own tips are simple. Put about 2 to 5 links in the email. Match the subject line to the main button. Send the note to people who asked for that topic. A list of 500 interested readers will beat a list of 5,000 strangers. Then check the page after the click. A slow phone page wastes a hard won click. Link tracking shows the device, so you can see if most readers are on a phone. Viso.li lets you paste the long email URL, get a short link, and watch visits, visitors, countries, and devices. The free plan includes 10 links a month.How to calculate your own click rate
Use this formula: Click rate = clicks divided by emails delivered, then times 100. Example: you deliver 2,000 emails and 46 people click. 46 divided by 2,000 is 0.023. Times 100, that is a 2.3% click rate. You are a little above the 2.09% median. If the same person clicks twice, decide which count you want. Unique clicks tell you how many people acted. Total clicks tell you how much traffic the email sent. Say which one you mean when you report it.What to do with a low number
A low click rate is a clue, not a failure. Check three things in order:- Did the subject match the button? A surprise topic makes people open and then leave.
- Is there one clear next step? Five equal buttons split the clicks.
- Is the page after the click fast on a phone?
