Email Click-Through Rate Statistics for 2026: Industry Benchmarks, Automation vs Campaign CTR, CTOR, Segmentation Impact, CTA Performance, B2B, and AI Personalization

In 2026, click-through rate has overtaken open rate as the primary email marketing performance metric. The structural reason is Apple’s Mail Privacy Protection, which artificially inflated open rates by 18 percentage points across the industry after its September 2021 launch, rendering open rate unreliable as a measure of true human engagement. CTR, by contrast, requires a deliberate human action clicking a link and is immune to MPP inflation. As HubSpot’s 2025 email benchmark analysis states explicitly: “Email marketers now prioritize click-through rates, click-to-open rates, and conversion metrics over open rates.” The top two metrics email marketers track are CTR at 34% and open rate at 31%, with CTR pulling ahead of its previously dominant counterpart, based on industry tracking research.

The benchmark landscape for CTR in 2026 is as follows. Across all industries, the average email campaign CTR is 1.29% for campaigns, according to Klaviyo’s 2025 Benchmark Report drawn from hundreds of millions of email metrics from retail brands. The top 10% of performers reach 4.74%. Automated flows achieve a significantly higher average CTR of 4.67%, with top performers reaching 12.21%. Brevo’s 2025 Benchmark, based on over 44 billion emails from over 19,000 corporate customers across countries and industries, puts the average CTR at 3.96%. Growth-onomics’ 2026 synthesis puts the cross-industry average CTR at 2.09%, with legal leading at 4.90%. And the B2B benchmark average sits at 2.00% CTR with a click-to-open rate of 5.63%, based on Powered by Search’s B2B email statistics synthesis.

The performance levers on CTR are clearly documented. Segmentation raises CTR by 50% compared to unsegmented campaigns. Behavior-based personalization using purchase history data boosts CTR by up to 39%. AI-driven personalization of email copy increases CTR by more than 13%. Abandoned cart emails achieve a 23.33% CTR 18x the campaign average because they target a user at the precise moment of highest purchase intent with a product they have already shown interest in. And a single, focused CTA outperforms multiple CTAs, with emails featuring one CTA increasing clicks by 371% and sales by 1617% in documented case tests, because clarity of purpose removes decision paralysis that multiple competing links create.

This article compiles 75+ email click-through rate statistics organized across nine thematic sections, drawn from the latest figures published within the last two years by primary data providers including Klaviyo’s 2025 Benchmark Report, Klaviyo’s 2024 Benchmark Report (325B+ emails), Brevo’s 2025 Marketing Benchmark (44B+ emails, 19,000+ corporate customers), Omnisend’s 2025 Ecommerce Marketing Statistics Report, GetResponse Email Marketing Benchmarks 2024 to 2025, Growth-onomics Email Marketing Benchmarks 2026, Powered by Search B2B Email Marketing Benchmarks 2025, Campaign Monitor, Litmus, HubSpot, Enflow Digital, and InboxAlly. Every statistic is atomic, individually sourced, and linked directly to its original study or publication.

Scope and Methodology

Includes only publicly available email CTR statistics relevant for 2026.
Based on the latest figures published within the last two years.
Click-through rate (CTR) is defined as the percentage of total delivered emails in which at least one link was clicked, unless stated otherwise.
Click-to-open rate (CTOR) is defined as the percentage of email openers who clicked a link a content quality metric independent of deliverability.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Email Click-Through Rate Statistics for 2026

The average email campaign CTR across all industries is 1.29%, with top 10% of performers reaching 4.74%, based on Klaviyo’s 2025 Benchmark Report analyzing hundreds of millions of email marketing metrics from retail brands published at Klaviyo Email Marketing Benchmarks 2025.
The average automated email flow CTR across all industries is 4.67%, with top 10% of performers reaching 12.21%, compared to 1.29% for standard campaigns, based on Klaviyo’s 2025 Benchmark Report published at Klaviyo Email Marketing Benchmarks 2025.
Brevo’s 2025 Marketing Benchmark, based on analysis of over 44 billion emails from over 19,000 corporate customers across countries and industries, reports an average email CTR of 3.96% and an average click-to-open rate (CTOR) of 21%, based on data published at Brevo Email Marketing Benchmarks 2025.
The cross-industry average CTR is 2.09%, with the legal sector leading at 4.90% and manufacturing achieving the highest CTOR at 14.82%, based on Growth-onomics’ synthesis of large-scale campaign analyses across dozens of industries for 2026 published at Growth-onomics Email Marketing Benchmarks 2026.
Abandoned cart emails achieve an average CTR of 23.33%, making them the single highest-performing email type by click engagement, based on Analyzify data cited in InboxAlly Email Marketing Statistics 2025.
Segmented email campaigns generate 50% more clicks than unsegmented campaigns and 760% more revenue, based on Campaign Monitor and Mailchimp data cited in Powered by Search B2B Email Marketing Stats 2025.
AI-driven personalization of email copy results in a more than 13% increase in CTR, and behavior-based personalization using purchase history data boosts CTR by up to 39%, based on Litmus and Enflow Digital 2025 research cited in Powered by Search B2B Email Marketing Stats 2025 and Enflow Digital Email Marketing Benchmarks 2025.
The average B2B email CTR is 2.00%, with a click-to-open rate of 5.63%, based on Powered by Search B2B email marketing benchmark synthesis published at Powered by Search B2B Email Marketing Stats 2025.
CTR is now the top metric tracked by email marketers at 34%, followed by open rate at 31%, reflecting the industry-wide shift away from Apple MPP-inflated open data toward click-based engagement signals, based on industry tracking research cited in Growth-onomics Email Marketing Benchmarks 2026.
Welcome emails have an average CTR of 27%, and a ROI of 240%, making them the highest-CTR automated flow type by percentage, based on Invesp and CodeCrew data cited in CodeCrew Email Marketing Statistics 2025.
Email click-to-conversion rates grew by 27.6% in 2024, indicating that consumers who click through from email are increasingly likely to complete a purchase, based on Omnisend’s 2025 Ecommerce Marketing Statistics Report published at Omnisend Email Marketing Statistics 2026.
In India, email CTRs reached 8.2% in 2024, the second highest of any country, with a CTOR of 31.8%, based on GetResponse Email Marketing Benchmarks regional data published at GetResponse Email Marketing Benchmarks 2024.

Industry CTR Benchmarks

Legal achieves the highest average CTR of any tracked industry at 4.90%, based on Growth-onomics’ 2026 industry benchmark synthesis published at Growth-onomics Email Marketing Benchmarks 2026.
Manufacturing achieves the highest click-to-open rate of any tracked industry at 14.82%, indicating exceptionally high content-to-click conversion among the audience that opens manufacturing sector emails, based on Growth-onomics’ 2026 benchmark data published at Growth-onomics Email Marketing Benchmarks 2026.
The firearms and weapons industry achieves the highest click rate of any ecommerce category at 3.69%, followed by gifts at 1.83%, weddings at 1.62%, and toys and hobbies at 1.47%, based on Omnisend’s 2025 Ecommerce Marketing Statistics Report published at Omnisend Email Marketing Statistics 2026.
Education achieves a CTR that is among the highest of service industries, balancing high open rates with above-average click engagement, while healthcare and ecommerce consistently convert opens to clicks less effectively, based on Growth-onomics’ 2026 benchmark data published at Growth-onomics Email Marketing Benchmarks 2026.
The average CTR across all ecommerce categories is 1.3% to 1.5% for campaigns, with home and garden and toys and hobbies performing above average in both open rates and click rates, based on Klaviyo’s 2024 analysis of over 325 billion emails published at Klaviyo 2024 Email Marketing Benchmarks by Industry.
Nonprofit organizations typically achieve CTRs above the cross-industry average, with audiences motivated by mission-driven content more likely to click through to learn more or take action, based on benchmark data cited in HubSpot Average Email Open Rate Benchmark 2025.
B2B SaaS and technology companies achieve an average conversion rate from email marketing campaigns of 2.5%, higher than the general B2B average, based on Powered by Search industry-specific benchmarks published at Powered by Search B2B Email Marketing Stats 2025.
Fashion and apparel ecommerce achieves relatively lower CTRs than home and hobby categories due to higher competition for inbox attention, but recovers significantly in abandoned cart flows, based on Klaviyo’s 2024 cross-industry analysis published at Klaviyo 2024 Email Marketing Benchmarks by Industry.
A CTR above 2% is considered strong across most industries, with B2B and nonprofit sectors consistently exceeding this threshold, while ecommerce and retail campaigns typically fall between 1% and 2% for standard campaign sends, based on benchmark analysis published at HubSpot Average Email Open Rate Benchmark 2025.

Automated Email CTR vs Campaign CTR

Automated email flows achieve an average CTR of 4.67%, more than 3.6x higher than the 1.29% average for standard campaigns, because they deliver timely, behavior-triggered messages to users at specific journey stages rather than broadcasting to large undifferentiated lists, based on Klaviyo’s 2025 Benchmark Report published at Klaviyo Email Marketing Benchmarks 2025.
Automated emails generate click rates 3x higher than one-off campaign emails because they are triggered by specific user behaviors and therefore arrive at the moment of highest relevance, based on CodeCrew platform analysis published at CodeCrew Email Marketing Statistics 2025.
Automated emails drive 37% of all email-generated sales while accounting for just 2% of total email volume, demonstrating that CTR efficiency translates directly into disproportionate revenue contribution, based on Omnisend’s 2025 Ecommerce Marketing Statistics Report published at Omnisend Email Marketing Statistics 2026.
Abandoned cart email flows achieve a CTR of 23.33% approximately 18x the campaign average because they target users who have already demonstrated purchase intent and shown interest in a specific product, based on Analyzify data cited in InboxAlly Email Marketing Statistics 2025.
Welcome email flows achieve a CTR of approximately 27%, making them the highest-performing automated sequence by raw click percentage, based on Invesp data cited in CodeCrew Email Marketing Statistics 2025.
Post-purchase automated flows are among the top three revenue-generating sequences alongside welcome and abandoned cart, and achieve above-average CTRs due to their relevance immediately following a completed transaction, based on Klaviyo’s 2024 cross-flow analysis published at Klaviyo 2024 Email Marketing Benchmarks by Industry.
Behavior-based emails drive 3x higher engagement than scheduled broadcast campaigns, reinforcing that timing and behavioral context are stronger CTR drivers than any content or design variable, based on Moosend research cited in InboxAlly Email Marketing Statistics 2025.
68% of marketers believe automation improves the targeting of email messages and 80% have seen an increase in qualified leads from using email automation, both driven at least partly by the higher CTR and downstream conversion rates automation delivers, based on Powered by Search synthesis published at Powered by Search B2B Email Marketing Stats 2025.
Top-performing brands in 2025 use looped automation, in which a user who clicks a product email receives a testimonial next, while a user who does not click receives educational content, creating a feedback-driven CTR optimization system that improves over time without manual intervention, based on Enflow Digital benchmark analysis published at Enflow Digital Email Marketing Benchmarks 2025.

Click-to-Open Rate (CTOR) Statistics

The average CTOR across all industries is 6.81%, meaning that of every 100 people who open an email, approximately 7 click a link, based on Growth-onomics’ 2026 benchmark synthesis published at Growth-onomics Email Marketing Benchmarks 2026.
The average B2B email CTOR is 5.63%, based on Powered by Search B2B email marketing benchmark synthesis published at Powered by Search B2B Email Marketing Stats 2025.
Brevo’s 2025 Marketing Benchmark, based on over 44 billion emails from 19,000+ corporate customers, reports an average CTOR of 21%, substantially higher than other benchmark providers, reflecting differences in how CTOR is calculated across platforms and methodologies, based on data published at Brevo Email Marketing Benchmarks 2025.
India achieved a CTOR of 31.8% in 2024, the highest of any country in GetResponse’s benchmark study, with the key driver being highly relevant, well-segmented content delivered to engaged lists, based on GetResponse Email Marketing Benchmarks regional data published at GetResponse Email Marketing Benchmarks 2024.
CTOR has replaced raw open rate as the primary content quality metric among sophisticated email marketers because it isolates whether the body content and CTA design succeeded in compelling action, filtering out the MPP-driven inflation in open rate data, based on benchmark methodology guidance published at HubSpot Average Email Open Rate Benchmark 2025.
Manufacturing industry emails achieve a 14.82% CTOR, the highest of any tracked B2B sector, indicating that manufacturing audiences who open emails are highly motivated to engage with the content, based on Growth-onomics’ 2026 benchmark data published at Growth-onomics Email Marketing Benchmarks 2026.
A CTOR above 10% is considered excellent for most industries, 5% to 10% is solid, and below 3% signals a misalignment between subject line promise and email body content or CTA relevance, based on benchmark interpretation data cited in Enflow Digital Email Marketing Benchmarks 2025.
High open rates paired with low CTOR indicates a subject line that successfully attracts attention but content that fails to deliver on the implied promise, making CTOR the diagnostic tool that identifies whether the open rate investment is translating into real engagement, based on benchmark methodology guidance at Growth-onomics Email Marketing Benchmarks 2026.

Segmentation and Personalization CTR Impact

Detailed email segmentation leads to 30% more opens and 50% more clicks than unsegmented email campaigns, making audience segmentation the single largest structural lever for CTR improvement available to marketers, based on data cited in Powered by Search B2B Email Marketing Stats 2025.
Segmented campaigns generate 760% more revenue than non-segmented sends, driven primarily by the compounding effect of higher CTR, higher CTOR, and higher conversion rates that well-segmented content achieves, based on Campaign Monitor data cited in InboxAlly Email Marketing Statistics 2025.
The top three segmentation strategies that most directly drive CTR improvement are behavioral targeting based on past purchases at 42%, customer segmentation by profile data at 64%, and name and personalization at 80%, based on HubSpot top personalization tactic data cited in Powered by Search B2B Email Marketing Stats 2025.
Personalized emails in retail and ecommerce deliver 6x higher transaction rates and 41% higher CTRs compared to generic batch-and-blast emails, based on 2025 ecommerce email personalization data cited in Growth-onomics Email Marketing Benchmarks 2026.
AI-driven audience modeling now predicts behavioral intent through engagement signals, improving CTRs by up to 40% for brands that have implemented predictive personalization, based on Enflow Digital’s 2025 trend analysis published at Enflow Digital Email Marketing Benchmarks 2025.
Campaigns targeting fewer than 50 recipients have an average reply rate of 5.8%, compared to 2.1% for campaigns targeting over 1,000 recipients, confirming that precision and relevance are the primary CTR-driving variables in cold and outreach email contexts, based on Hunter’s 2025 State of Cold Email Report cited in InboxAlly Email Marketing Statistics 2025.
78% of marketers say email list segmentation is the most effective email marketing strategy, followed by message personalization at 72% and email automation at 71%, based on strategy effectiveness data cited in Powered by Search B2B Email Marketing Stats 2025.
Including dynamic content in email campaigns can lead to a 100% increase in ROI, driven primarily by higher CTR from content that changes based on recipient behavior or profile attributes, based on research cited in Powered by Search B2B Email Marketing Stats 2025.

CTA Design and Email Content CTR Statistics

Emails featuring a single focused CTA button increase clicks by 371% and sales by 1,617% compared to emails with multiple competing links, demonstrating that clarity of purpose eliminates decision paralysis and drives CTR dramatically, based on WordStream case study data cited in InboxAlly Email Marketing Statistics 2025.
A/B testing subject lines can improve conversion rates by 37%, and A/B split testing and spam-testing email campaigns before distribution leads to a 28% higher return, based on Campaign Monitor 2025 and Powered by Search data cited in Powered by Search B2B Email Marketing Stats 2025.
Emails with strong calls to action see 371% more clicks, and CTA buttons that stand out visually from surrounding text consistently outperform inline text links in direct CTR comparison, based on Campaign Monitor 2025 data cited in Enflow Digital Email Marketing Benchmarks 2025.
A mobile-responsive email design increases clicks by 15%, making mobile optimization a direct CTR lever, not just a design consideration, based on research cited in Powered by Search B2B Email Marketing Stats 2025.
Emails that load quickly, use short subject lines, and feature clear, tap-friendly CTAs consistently outperform longer, desktop-first designs in mobile CTR, based on cross-device email performance data published at Growth-onomics Email Marketing Benchmarks 2026.
Automated behavioral emails see up to 2,361% better conversion rates than regular campaigns when advanced segmentation is applied, demonstrating the compounded CTR and conversion effect of behavior-triggered content on a precisely targeted list, based on data cited in Growth-onomics Email Marketing Benchmarks 2026.
Email content that educates, entertains, or inspires rather than purely sells drives deeper click engagement and longer subscriber lifetime value, with SaaS companies outperforming on nurture funnel CTR and media companies outperforming on engagement CTR, based on sector analysis published at Enflow Digital Email Marketing Benchmarks 2025.

Regional CTR Statistics

The average U.S. email CTR is 2.7%, the UK CTR averages 3.0%, and Australian CTR averages 2.8%, with North America and Europe consistently leading all regions in both open rates and click rates, based on regional benchmark data cited in AdyCircle Email Marketing Benchmarks 2025.
In India, CTRs reached 8.2% in 2024 the second highest of any country globally with the CTOR at 31.8%, contradicting assumptions that WhatsApp and messaging apps have displaced email engagement in South Asian markets, based on GetResponse Email Marketing Benchmarks regional data published at GetResponse Email Marketing Benchmarks 2024.
Brazil achieved some of the highest email CTRs in Latin America in 2024, similarly contradicting narratives about email decline in markets with high WhatsApp penetration, based on GetResponse Email Marketing Benchmarks regional data published at GetResponse Email Marketing Benchmarks 2024.
In Europe, campaign performance is generally high, with email one of the strongest marketing channels on the continent, while South America shows a lower click-to-open rate and higher average bounce rate than other regions, based on GetResponse regional analysis published at GetResponse Email Marketing Benchmarks 2024.
Regional insights matter significantly for brands targeting international markets, as click behavior varies by geography, cultural context, device preference, and email client distribution, all of which affect both raw CTR and CTOR, based on regional benchmark methodology guidance at AdyCircle Email Marketing Benchmarks 2025.
UK and Australia often see slightly higher engagement rates than the U.S. on email campaigns, a pattern consistent across both open and click data, possibly reflecting differences in inbox competition density and email marketing maturity among brand senders, based on data cited in AdyCircle Email Marketing Benchmarks 2025.

B2B Email CTR Statistics

The average B2B email CTR is 2.00%, the average CTOR is 5.63%, and the average B2B email bounce rate is 2.48%, based on Powered by Search B2B email marketing benchmark synthesis for 2025 published at Powered by Search B2B Email Marketing Stats 2025.
The average conversion rate from email marketing campaigns in B2B technology is 2.5%, higher than the general B2B average, based on B2B sector-specific benchmark data published at Powered by Search B2B Email Marketing Stats 2025.
At least 86% of consumers are happy to share their email contact if it means they will receive personalized offers, and personalized emails are opened 82% more than generic bulk-send emails, both of which drive higher CTR by improving list quality and content relevance, based on research cited in Powered by Search B2B Email Marketing Stats 2025.
The best days for B2B email opens and clicks are Tuesday and Wednesday, with 11 AM identified as the peak click window by multiple benchmark studies, based on send-time optimization data cited in Powered by Search B2B Email Marketing Stats 2025.
B2B SaaS companies thrive on nurturing funnels filled with value-driven insights, where CTR is maximized by educational content that moves prospects through awareness and consideration rather than purely promotional messages, based on B2B sector engagement analysis published at Enflow Digital Email Marketing Benchmarks 2025.
Using AI to personalize email copy resulted in a more than 13% increase in CTR in B2B email contexts, reflecting the precision advantage AI segmentation provides over manual list management, based on Litmus 2025 research cited in Powered by Search B2B Email Marketing Stats 2025.
80% of B2B marketers have seen an increase in qualified leads from using email automation, directly attributable to the higher CTR and downstream conversion rates automation drives through behavioral targeting, based on research cited in Powered by Search B2B Email Marketing Stats 2025.

Deliverability and List Quality CTR Statistics

1 in 6 marketing emails never reaches the inbox, meaning deliverability issues silently suppress CTR by preventing qualified recipients from ever seeing the message, based on Litmus research cited in InboxAlly Email Marketing Statistics 2025.
ActiveCampaign leads all major email platforms in deliverability at 94.2%, followed by Constant Contact at 91.7%, GetResponse at 90.9%, and Moosend at 90.1%, while HubSpot at 77.7% and Omnisend at 75.1% score below the group average, based on email platform deliverability benchmark data published at ActiveCampaign Email Marketing Benchmarks 2025.
Inbox algorithms in 2025 reward brands with consistent tone, transparent consent practices, and predictable send frequency, making sender reputation a primary CTR enabler rather than just a deliverability concern, based on Enflow Digital’s 2025 trend analysis published at Enflow Digital Email Marketing Benchmarks 2025.
Maintaining good list hygiene by regularly removing inactive and bounced subscribers directly improves both deliverability and engagement metrics including CTR, because sending to smaller engaged lists outperforms sending to large disengaged ones, based on deliverability best practice data cited in Brevo Email Marketing Benchmarks 2025.
Implementing SPF, DKIM, and DMARC authentication protocols is foundational to inbox placement and protects sender reputation, with unauthenticated domains experiencing significantly lower deliverability and consequently lower CTR regardless of content quality, based on deliverability practice guidance cited in InboxAlly Email Marketing Statistics 2025.
81% of marketers say improving deliverability is a top email marketing priority, recognizing that even a 1% improvement in inbox placement can materially lift CTR across large list volumes, based on Litmus 2025 survey data cited in InboxAlly Email Marketing Statistics 2025.
Over-personalization using obvious automation triggers in subject lines can backfire, lowering CTR as recipients become adept at recognizing automation patterns, with primary focus for personalization best placed on segmentation, offer adjustment, and individual discount relevance rather than simple name insertion, based on GetResponse benchmark insights published at GetResponse Email Marketing Benchmarks 2024.

AI and Future CTR Statistics

AI-powered audience modeling predicts behavioral intent through engagement signals, improving CTRs by up to 40% for brands implementing predictive personalization beyond basic demographic segmentation, based on 2025 benchmark trend data published at Enflow Digital Email Marketing Benchmarks 2025.
Using AI to personalize email copy results in more than a 13% CTR increase, making AI-assisted content creation a direct performance lever rather than purely a productivity tool, based on research cited in Powered by Search B2B Email Marketing Stats 2025.
The most impactful AI use cases in email marketing are personalization, analyzing campaign performance, segmenting audiences, A/B testing, and optimizing send times all of which directly compound to improve CTR across campaign and automation sends, based on Litmus 2025 AI use case research cited in InboxAlly Email Marketing Statistics 2025.
By 2027, generative AI is anticipated to power over 60% of digital content creation processes, reducing production time while maintaining contextually relevant outputs for hyper-personalized email content at scale, based on Byteplus research cited in InboxAlly Email Marketing Statistics 2025.
2026 is projected to be the year of AI-driven email marketing, with AI augmenting rather than replacing human marketers and driving CTR growth through better segmentation, more relevant content, and optimized send-time targeting, based on CDP Institute projections cited in InboxAlly Email Marketing Statistics 2025.
Privacy-first email marketing is becoming mandatory, with businesses prioritizing transparency, explicit consent through zero-party data, and compliance with global data protection regulations, which is improving CTR by building the trust that drives engaged subscribers to click, based on Brevo 2025 industry forecast cited in InboxAlly Email Marketing Statistics 2025.
Email click-to-conversion rates grew by 27.6% across ecommerce in 2024, meaning the downstream impact of each click is becoming more commercially valuable, making CTR optimization an increasingly high-ROI investment relative to other channel improvements, based on Omnisend’s 2025 Ecommerce Marketing Statistics Report published at Omnisend Email Marketing Statistics 2026.

References

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