Click-through rate (CTR) in Zoho Campaigns measures the percentage of delivered emails that generated at least one link click. It is calculated as (Unique Clicks / Delivered Emails) × 100. CTR reflects how compelling your email content and calls to action are.
CTR is measured against all delivered emails; Click-to-Open Rate (CTOR) is measured only against opened emails. CTOR isolates the effectiveness of your email body content (assuming the reader opened it). CTR combines subject line performance and content performance, making it harder to diagnose problems. Use both metrics together.
Single, clear calls to action outperform multiple competing links. Place the primary CTA button above the fold and repeat it as a text link lower in the email. Personalisation (addressing subscribers by name, referencing their industry) and benefit-focused copy both improve CTR versus generic messaging.
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