Email open rate calculator
Enter how many emails you sent, how many bounced, and the unique opens, clicks and unsubscribes your email tool reports. The calculator gives the open rate, the click-through rate, the click-to-open rate, the delivery and bounce rates and the unsubscribe rate, each calculated from delivered emails as most email tools do.
Runs in your browser: nothing you enter is sent anywhere.
How to use it
- Enter emails sent and bounced.
- Enter unique opens, unique clicks and unsubscribes from your campaign report.
- Read the rates.
- Delivered = sent − bounced; delivery rate = delivered ÷ sent × 100
- Bounce rate = bounced ÷ sent × 100
- Open rate = unique opens ÷ delivered × 100
- Click-through rate = unique clicks ÷ delivered × 100
- Click-to-open rate = unique clicks ÷ unique opens × 100
- Unsubscribe rate = unsubscribes ÷ delivered × 100
Worked example
A campaign sent to 10,000 addresses: 200 bounced, 2,450 unique opens, 392 unique clicks, 25 unsubscribes.
- Delivered 9,800: delivery rate 98 %, bounce rate 2 %.
- Open rate 2,450 ÷ 9,800 = 25 %.
- CTR 392 ÷ 9,800 = 4 %; CTOR 392 ÷ 2,450 = 16 %.
- Unsubscribe rate 25 ÷ 9,800 = 0.255 %.
Tips
- Compare campaigns sent to similar lists; open rates differ a lot between audiences and industries.
- A rising bounce rate is a sign to clean the list: remove addresses that bounce permanently.
- Test one change at a time (subject line, sending time) and compare the same metric.
Frequently asked questions
How do you calculate email open rate?
Open rate = unique opens ÷ delivered emails × 100, where delivered = sent − bounced. 2,450 opens of 9,800 delivered emails is a 25% open rate.
What is the difference between CTR and CTOR?
Click-through rate divides unique clicks by delivered emails; click-to-open rate divides them by unique opens. CTOR shows how well the content worked for people who opened it, CTR how well the whole email did.
Why are open rates less reliable now?
Some email apps load images automatically or block tracking pixels, which counts opens that did not happen or misses real ones. Clicks are a firmer signal, so many senders watch CTR and CTOR more closely.
Should I divide by sent or by delivered?
Most email tools divide opens, clicks and unsubscribes by delivered emails, and bounces by sent emails. The calculator does the same, so the numbers can be compared with your tool's reports.