A few years ago, I launched a campaign I was sure would blow up. I had the perfect subject line, sent it at what I thought was the best time to send a marketing email, and wrote an irresistible CTA. I even teased some automation strategies I hadn’t shared publicly before.

The open rate? A solid 31%. Not bad.

The click rate? Just under 3%.

Honestly? That was a win.

If you’re wondering what is a good click rate for email marketing, you’re not alone. I’ve been doing this for over a decade, and it still depends on the audience, the list size, and how warm that list really is. But here’s the deal: a click rate between 2% to 5% is considered healthy. That may not sound flashy, but email isn’t a slot machine. It’s a relationship.

Clicks show intent. They show trust. They show that someone not only opened your email (more on that later) but took action.

Now, let’s not confuse open rate with click rate. If you’re asking what is a good open rate for email marketing, you’re typically aiming for 20% to 30%, though that number’s a little inflated now thanks to Apple Mail Privacy Protection. Still, it’s useful as a directional gauge.

The real gold is in those clicks.

One thing I’ve learned: the most effective email marketing campaign strategy isn’t just about design or copy. It’s segmentation. When I started tagging my audience based on interests and actions, my click rates jumped by over 40%. Why? Because readers got exactly what they cared about.

So if you’re seeing low clicks, ask yourself: am I showing up with the right content for the right reader?

Oh, and about timing — everyone asks what is the best time to send a marketing email. My short answer? Test it. For most business audiences, Tuesday and Thursday mornings are safe bets. But honestly, some of my highest performing campaigns went out on Sunday nights. Go figure.

Finally, let’s talk conversion. Because clicks aren’t the finish line — they’re the starting pistol. If you’re asking what is a good conversion rate for email marketing, industry averages hover around 1% to 5% depending on offer and audience. But context matters. I’ve had simple email series convert at 12% because they were warm, primed, and ready to act.

Email isn’t magic. But when it’s done right, it’s pretty close.