Email marketing metrics calculator
Delivery, open and click rates for an email campaign.
Fill in the fields and the result will appear here automatically.
Email metrics use different denominators: delivery rate uses sent emails, open and click rates use delivered emails, and CTOR uses emails with a recorded open. Enter unique emails with at least one event, not repeated open or click events. Pixel loading and privacy protection affect opens; bots can affect clicks too. The ratios describe recorded events and do not establish the quality of a subject line or message by themselves.
How it works
Formula and logic
Delivery = D/S × 100%, open rate = O/D × 100%, click rate = K/D × 100%, CTOR = K/O × 100%. S > 0, 0 ≤ D ≤ S, 0 ≤ O ≤ D, 0 ≤ K ≤ D; all counts are whole. K may exceed O under different tracking rules. D=0 omits open and click rates; O=0 omits CTOR. CTOR can exceed 100% on this event basis and is not a probability.
Example
Of 12,000 sent, 11,640 delivered, 3,025 opened and 412 clicked gives a 97% delivery rate and a 25.99% open rate. With 100 sent and 0 delivered, delivery is 0%; open rate, click rate and CTOR are omitted.
Fields and units
- Emails sent — unitless
- Delivered — unitless
- Unique delivered emails with a recorded open — unitless
- Unique delivered emails with a recorded click — unitless
How to use
- — Enter how many emails were sent.
- — Enter how many were actually delivered.
- — Enter unique opened and unique clicked emails for the same campaign; do not add repeated events.
- — Align unique counts and bot filtering; a click without a pixel-recorded open is not automatically an export error.
Method and limitations
- Calculation method
- Formula and logic
- Data or methodology source
- Mailchimp: unique opens and clicks, pixels, privacy and bot filtering
- Limitation
- Unique recorded events from one campaign. Privacy, blocking and bots limit interpretation; zero-denominator rates are omitted.
FAQ
Why divide the open rate by delivered rather than sent?
Using delivered emails separates delivery from later recorded actions. Check that your provider uses the same unique counts and period; its own metric may have a different definition. This denominator does not make recorded opens a precise subject-line assessment.
What is the difference between the click rate and the click-to-open rate?
Click rate divides unique clicked emails by delivered emails; CTOR divides them by emails with a recorded open. Different denominators answer different descriptive questions. Neither ratio alone diagnoses weak performance: audience, offer, tracking and bots matter.
How reliable are open rates now?
A recorded pixel load does not always mean a person read the email; image blocking can hide a real open. Automatic loading and bots can also change trends over time. Keep filtering rules consistent and check independent customer actions.
Why is a step in my funnel larger than the one before it?
Total events can exceed email counts, so use unique counts. Unique opened or clicked emails cannot exceed delivered emails. Clicked emails can exceed recorded opens when images are blocked; some providers instead infer an open from a click.