Email click rate compares delivered emails with messages registering a link click. In Mailchimp, the rate is the percentage of delivered emails with at least one click. Check the denominator when comparing reports: a rate based on delivered emails answers a different question from one based on opens. Source: Mailchimp: About open and click rates

Follow the clicked link

If 25 of 1,000 delivered messages register a click in a worked example, the click rate is 2.5%. For a travel campaign, check which destination or enquiry link was clicked and what happened afterwards. This gives the next review a specific journey to investigate.

Allow for measurement limits

Automated tools can click links, as Mailchimp’s bot guidance explains. Check filtering settings before interpreting the result as human interest. Compare the email report with completed enquiries where possible, because the recorded click and the business action are separate stages that deserve separate checks. Source: Mailchimp: About bot activity and bot filtering

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and recommendations are editorial illustrations, not customer results.