Enter the numbers from your email campaign report to get open rate, click-through rate, click-to-open rate, bounce rate and unsubscribe rate.
Results are estimates for planning. Check the figures before you make a financial or health decision.
How the email metrics are calculated
Delivered emails are the emails sent minus the bounces. The main rates are then:
Open rate = unique opens ÷ delivered × 100
Click-through rate = unique clicks ÷ delivered × 100
Click-to-open rate = unique clicks ÷ unique opens × 100
Bounce rate uses emails sent, and unsubscribe rate uses delivered emails. Some email tools use sent rather than delivered as the base, so check your tool if figures differ slightly.
Worked example
Using the default values in the calculator above:
| Input | Value |
|---|---|
| Emails sent | 10,000 |
| Bounced | 150 |
| Unique opens | 2,300 |
| Unique clicks | 310 |
| Unsubscribes | 20 |
| Result | Value |
|---|---|
| Open rate | 23.35% |
| Delivered | 9,850 (98.5%) |
| Bounce rate | 1.5% |
| Click-through rate | 3.15% |
| Click-to-open rate | 13.48% |
| Unsubscribe rate | 0.2% |
What are good email rates?
Benchmarks vary by industry, list quality and how you count opens. Rather than relying on a general average, track your own figures by campaign and watch the trend. A steady rise in unsubscribes or bounces is a warning that your list or content needs attention.
Tips and common mistakes
Treat open rates with care. Mail privacy features can load images automatically and inflate opens, so clicks and conversions are more reliable signals.
Keep your list clean. High bounce rates harm your sender reputation, so remove invalid addresses and avoid buying lists.
Use click-to-open rate to judge your content. It shows how many of the people who opened the email were interested enough to click.
Frequently asked questions
What is click-to-open rate?
Clicks divided by opens. It shows how engaging your content was for people who opened the email.
Why is my open rate so high?
Mail privacy protection from some email apps can register opens that did not involve a person. Focus on clicks and conversions.
What is a bounce?
An email that could not be delivered. Hard bounces are permanent, such as an invalid address, and soft bounces are temporary, such as a full mailbox.
What is an acceptable unsubscribe rate?
Most campaigns see a low rate, often well under 1 per cent. If it jumps, review your frequency, targeting and content.