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Email math

Email Click Rate Calculator

Clicks are the email metric money follows — and click-to-open tells you whether the fault is the subject line or the content.

Click rate = unique clicks ÷ delivered emails × 100. A campaign delivered to 10,000 inboxes earning 250 unique clicks runs a 2.5% click rate. Pair it with the click-to-open rate — clicks ÷ opens — to locate problems: those 250 clicks against 2,100 opens give an 11.9% CTOR, meaning the content converted readers well and any weakness sits upstream in the subject line or send time. E-commerce click rates typically land between 1% and 3%; CTOR between 8% and 15%. Enter your numbers to get both.

Email Click Rate Calculator — your numbers

Click rate

2.5%

Click-to-open rate

11.9%

Estimate only. Results reflect exactly the numbers you enter — verify against your own accounting before making pricing decisions.

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Worked examples

Healthy promo send

Unique clicks 250
Emails delivered 10000
Unique opens 2100
Click rate 2.5%
Click-to-open rate 11.9%

2.5% CTR with an 11.9% CTOR — content is pulling its weight.

Great opens, weak content

Unique clicks 120
Emails delivered 10000
Unique opens 3000
Click rate 1.2%
Click-to-open rate 4.0%

A 30% open rate but only 4% CTOR — the subject line wrote a check the email didn't cash.

Frequently asked questions

What is a good email click rate for e-commerce?

Broadcast campaigns typically click at 1–3% of delivered; above 3% is strong. Automated flows do far better — abandoned-cart emails can click at 8–10% because intent is fresh. Click rate is also list-size sensitive: bigger, broader lists click lower. Trend your own rate by campaign type rather than chasing a single cross-industry number.

What does click-to-open rate tell me that click rate does not?

CTOR isolates content performance from subject-line performance. Click rate blends both: a low one could mean nobody opened, or everyone opened and nothing was worth clicking. A high open rate with a low CTOR points at the email body — weak offer, buried call-to-action, mismatched promise. Low opens with a high CTOR means fix the subject line and send time, not the content.

Is click-to-open rate affected by Apple Mail Privacy Protection?

Yes, and in the deflating direction. MPP fires phantom opens for Apple Mail users, inflating the denominator of CTOR while clicks stay honest — so measured CTOR reads lower than reality on Apple-heavy lists. Clicks themselves remain the most trustworthy engagement signal in email. When opens and CTOR disagree with clicks, believe the clicks.

How do I get more clicks from the same list?

Give the email one job. A single prominent call-to-action typically outperforms link-scattered newsletters; put it high enough to hit without scrolling. Make the link destination obvious and specific ("Shop the restock" beats "Learn more"), use buttons rather than bare text links for the primary action, and segment — a smaller list receiving a relevant offer out-clicks a big list receiving a generic one.

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Part of the Conversion & Email collection.