13 / Email analysis

Email Marketing Metrics & Click Rate Calculator.

Turn campaign totals into delivery, engagement, conversion and unsubscribe rates.

Private by design

Email campaign totals

Example values included

Your numbers aren’t uploaded or saved.

Open rate

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unique opens as a share of delivered email

Rates are calculated from the totals entered.

Delivery rate
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Click rate
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Click-to-open rate
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Click-to-conversion rate
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Unsubscribe rate
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Apple Mail Privacy Protection and other privacy features can inflate or obscure open data. Use clicks and conversions alongside opens.

How it works

Use the right denominator

Delivery uses sent volume; engagement uses delivered volume; click-to-open uses opens; conversion rate uses clicks.

Open rate = opens ÷ delivered · CTOR = clicks ÷ opens

Worked example

A complete campaign snapshot

For 10,000 sent, 9,800 delivered, 3,920 opens and 490 clicks, delivery is 98%, open rate 40%, click rate 5% and CTOR 12.5%.

Understand the result

How do you measure an email campaign?

Email campaign metrics describe delivery, engagement and actions after an email is sent. This calculator reports delivery rate from sent emails, open and click rates from delivered emails, click-to-open rate from opens, conversion rate from clicks and unsubscribe rate from delivered emails.

How to use this calculator

  1. Enter sent and delivered email totals from the same campaign report.
  2. Use unique recipient counts for opens and clicks rather than total repeated events.
  3. Add conversions and unsubscribes, then compare the rates using matching definitions.

How to interpret your result

Open tracking can be affected by image blocking and privacy features, while automated link scanning can affect click counts. Use these as directional metrics and check your provider’s definitions. The conversion rate here is click-to-conversion, which may differ from your provider’s delivered-to-conversion rate.

Frequently asked questions

What is the difference between CTR and CTOR?

Email click-through rate here is unique clicks divided by delivered emails. Click-to-open rate (CTOR) is unique clicks divided by unique opens. CTOR depends on the reliability of open tracking.

Can I compare rates from different email platforms?

Only after checking the denominators, unique-versus-total counting, bot filtering and attribution window. Similar labels do not always mean the same calculation.

Published by Digital Ads Partner. Content updated . Free to use without an account; inputs are processed in your browser.