---
title: "What is a good email click-through rate?"
summary: "General broadcast emails to an indie SaaS list click at 2% to 5%. Soap Opera Sequence emails click at 5% to 10% during the first 5 days. Targeted re-engagement or behavioral emails (after a trial signup, after a paywall hit) click at 10% to 20%. Click rate is the cleaner engagement signal since Apple Mail Privacy makes open rates noisy."
canonical: https://unlocksaas.com/answers/what-is-a-good-email-click-through-rate
updated: 2026-05-22
publisher: "Unlock SaaS"
author: "Maryan"
license: All rights reserved. Quotation with attribution permitted.
---

# What is a good email click-through rate?

> General broadcast emails to an indie SaaS list click at 2% to 5%. Soap Opera Sequence emails click at 5% to 10% during the first 5 days. Targeted re-engagement or behavioral emails (after a trial signup, after a paywall hit) click at 10% to 20%. Click rate is the cleaner engagement signal since Apple Mail Privacy makes open rates noisy.

## Supporting points

- Single primary link per email outperforms multiple links by 15 to 30%. The classic mistake is hedging with 'or visit our website' secondary CTAs.
- Button links outperform text links by 10 to 25% for the same destination. Button styling needs to look clickable but not overproduced.
- Click rate above 20% on a broadcast email is usually a sign of an over-segmented send (very small, very warm list). The headline rate is good; the absolute volume is the constraint.

## Related terms

- [Seinfeld Email](https://unlocksaas.com/glossary/seinfeld-email) – Russell Brunson's daily email pattern – a slice-of-life story in the founder's voice that pivots into the offer in the last few lines.
- [Soap Opera Sequence](https://unlocksaas.com/glossary/soap-opera-sequence) – The five-email indoctrination sequence a new subscriber gets across their first week, structured around a backstory cliffhanger that resolves into the offer.

---

Canonical URL: https://unlocksaas.com/answers/what-is-a-good-email-click-through-rate
Publisher: Unlock SaaS (https://unlocksaas.com)
Contact: maryan@unlocksaas.com