How to Calculate Open Rate and Click Rate

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Email Marketing Rate Calculator

Please enter valid positive numbers. Delivered emails cannot be zero.

Performance Results

Delivered Emails
0
Sent – Bounced
Open Rate
0%
(Opens ÷ Delivered)
Click-Through Rate (CTR)
0%
(Clicks ÷ Delivered)
Click-to-Open Rate (CTOR)
0%
(Clicks ÷ Opens)

How to Calculate Open Rate and Click Rate

Understanding the effectiveness of your email marketing campaigns relies heavily on analyzing the right data. Two of the most critical metrics for gauging engagement are the Open Rate and the Click-Through Rate (CTR). Additionally, the Click-to-Open Rate (CTOR) provides insight into the effectiveness of your content once an email is opened.

1. Email Open Rate Formula

The open rate measures the percentage of recipients who opened your email out of the total number of emails that were successfully delivered. It is a primary indicator of how well your subject line and sender name are performing.

Open Rate = (Total Opens / (Emails Sent – Bounced Emails)) × 100

Example: If you sent 1,000 emails and 20 bounced, your delivered count is 980. If 200 people opened the email, your open rate is (200 / 980) × 100 = 20.41%.

2. Click-Through Rate (CTR) Formula

The CTR measures the percentage of people who clicked on a link in your email relative to the total number of delivered emails. This metric indicates the overall success of the campaign in driving action.

CTR = (Total Clicks / (Emails Sent – Bounced Emails)) × 100

Example: Using the numbers above, if 30 people clicked a link, your CTR is (30 / 980) × 100 = 3.06%.

3. Click-to-Open Rate (CTOR)

While CTR looks at the whole audience, CTOR measures the relevancy of your content specifically to those who opened the email. It answers the question: "Of the people who opened the email, how many found the content interesting enough to click?"

CTOR = (Total Clicks / Total Opens) × 100

Example: With 200 opens and 30 clicks, your CTOR is (30 / 200) × 100 = 15.00%.

Benchmarks for Success

While industry averages vary, general benchmarks are helpful for context:

  • Open Rate: 17% – 28% is considered healthy.
  • CTR: 2% – 5% is average for most industries.
  • CTOR: 10% – 20% indicates your content matches your subject line's promise.
function calculateEmailMetrics() { // Get Input Values var sentInput = document.getElementById('emailsSent').value; var bouncedInput = document.getElementById('emailsBounced').value; var opensInput = document.getElementById('totalOpens').value; var clicksInput = document.getElementById('totalClicks').value; // Parse Values var sent = parseFloat(sentInput); var bounced = parseFloat(bouncedInput); var opens = parseFloat(opensInput); var clicks = parseFloat(clicksInput); // UI Elements var errorDiv = document.getElementById('errorMsg'); var resultDiv = document.getElementById('resultContainer'); // Validation if (isNaN(sent) || sent < 0) sent = 0; if (isNaN(bounced) || bounced < 0) bounced = 0; if (isNaN(opens) || opens < 0) opens = 0; if (isNaN(clicks) || clicks < 0) clicks = 0; var delivered = sent – bounced; // Check for logical errors if (delivered delivered) { errorDiv.style.display = 'block'; errorDiv.innerHTML = "Total Opens cannot exceed Delivered Emails."; resultDiv.style.display = 'none'; return; } if (clicks > opens) { // While technically possible in some raw tracking data due to caching, usually logically impossible for standard reporting // We will allow it but warn, or just assume standard flow where click implies open } errorDiv.style.display = 'none'; // Calculations var openRate = (opens / delivered) * 100; var ctr = (clicks / delivered) * 100; // Avoid division by zero for CTOR var ctor = 0; if (opens > 0) { ctor = (clicks / opens) * 100; } // formatting numbers function formatNumber(num) { return num.toString().replace(/\B(?=(\d{3})+(?!\d))/g, ","); } // Display Results document.getElementById('resDelivered').innerText = formatNumber(delivered); document.getElementById('resOpenRate').innerText = openRate.toFixed(2) + '%'; document.getElementById('resCTR').innerText = ctr.toFixed(2) + '%'; document.getElementById('resCTOR').innerText = ctor.toFixed(2) + '%'; resultDiv.style.display = 'block'; }

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