Glossary
Click rate
Click rate is the share of delivered emails where someone clicked at least one link.
Definition
Click rate is the share of delivered emails where someone clicked at least one link. It tells you how many readers took an action, not just how many glanced at the message.
It is counted per email, so one person clicking three links still counts once. Click rate is more reliable than open rate because a click is a real decision. It is not the same as click-to-open rate, which looks only at the people who opened. A low click rate can mean a weak call to action, a link buried too far down, or simply an email that did not need a click.
A B2B example: an HR software company sends a newsletter with one link to a salary benchmarking guide. The click rate shows how many of the whole list wanted the guide, which helps decide whether to turn it into a full lead magnet.
Why it matters for B2B email
In B2B email, a click is often the first visible step toward a conversation: a guide download, a webinar seat, a pricing page visit. Click rate shows whether your emails are moving people or just being read. It is the number to watch when you care about outcomes rather than attention.
Related terms
- Open rate Open rate is the share of delivered emails that were opened.
- Click-to-open rate Click-to-open rate is the share of people who opened an email and then clicked a link inside it.
- Call to action A call to action is the specific thing an email asks the reader to do next: book a call, download a guide, reply with an answer, register for an event.
- Newsletter A newsletter is a regular email sent to your whole list, or a large segment of it, on a schedule.
Part of the B2B email marketing glossary. Last updated 2026-10-08.