Tracking engagement with your marketing emails is a critical part of determining whether your strategies are working. And measuring marketing effectiveness is more than just looking at metrics like email open, click, and unsubscribe rates—it’s also about seeing which recipients are clicking your high-priority calls to action (CTAs), so you can gauge your audience’s interests and behavior.
The new link report lets you dive into the specific contacts who are clicking on each of your marketing email links. Reveal how individual recipients are interacting with your messages so you can optimize your emails, update strategies where needed, and prioritize which recipients to follow up with to make the most of every opportunity.
What is the link report?
The link report is a new feature in Nutshell Marketing that uncovers the individual email recipients who are clicking the links you’ve added to your marketing emails. Along with total link clicks, you can now dive into unique clicks—the number of unique recipients that clicked a link.
In addition, the link report enables you to open a list of the recipients who clicked on the specific link. This gives you valuable insight into which links drew the most attention from your recipients, as well as which specific recipients are showing interest.
How do I access the link report?
The link report is available on the Marketing Pro plan. You can access the data in the report by going to a sent marketing email, clicking the Engagement tab, and scrolling to the Link Tracking section. You can also access link report data under the Recipients tab by filtering all recipients who clicked by specific links.
Note: This link click data is only available for emails sent on or after March 1st, 2025.
Get more from your marketing
Nutshell’s new link report is a valuable tool for understanding how your email marketing recipients are interacting with your messages and CTAs. Whether you want to target specific recipients who are demonstrating interest in your products or enhance your marketing strategy, the link report can help.
With the new link report on Marketing Pro plans, you can reveal which email recipients are engaging with specific links to enhance your strategies and improve targeting!
1. Is email link tracking compliant with GDPR and privacy regulations?
Email link tracking requires explicit consent under GDPR. Include clear disclosure in your privacy policy, provide opt-out options in every email, and only collect necessary data. Consider using privacy-focused tracking that anonymizes IP addresses and minimizes data collection to stay compliant.
2. What’s considered a good click-through rate for email links?
Average email click-through rates vary by industry: 1.2-1.5% for campaigns and 4-5% for automated flows. Top performers achieve 3-4% for campaigns and 12%+ for flows. B2B emails typically see higher rates than B2C, with personalized content driving 2-3x better performance.
3. How does link tracking data integrate with other Nutshell features like lead scoring?
Link click data automatically feeds into Nutshell’s lead scoring, assigning higher scores to engaged recipients. Clicks on high-priority CTAs (demos, pricing) can trigger automation workflows, update contact properties, and alert sales teams when prospects show buying intent through specific link interactions.
4. Can recipients tell when their link clicks are being tracked?
Most recipients won’t notice tracking, but tech-savvy users can detect it by hovering over links to see redirect URLs or inspecting email source code. Building trust means being transparent—mention tracking in your privacy policy and focus on providing value rather than hiding tracking practices.
5. What’s the difference between total clicks and unique clicks in the link report?
Unique clicks count individual recipients who clicked any link (one person = one click, regardless of frequency). Total clicks count every click made, including multiple clicks by the same person. Use unique clicks to measure reach and total clicks to gauge engagement depth.
