Updated · Built and checked by the PlinzoTools team, formulas tested against published sources
Calculate open rate, click-through rate, and click-to-open rate for an email campaign.
This tool calculates the three standard email campaign metrics at once: open rate, click-through rate, and click-to-open rate (engagement among only those who opened the email).
Enter emails delivered, opens, and clicks. All three metrics appear instantly.
Open Rate % = (Opens / Delivered) × 100
Click-Through Rate % = (Clicks / Delivered) × 100
Click-to-Open Rate % = (Clicks / Opens) × 100
A newsletter is delivered to 4,000 subscribers. It records 1,000 opens and 160 clicks. Open rate is 1,000 divided by 4,000, or 25.00 percent. Click-through rate is 160 divided by 4,000, or 4.00 percent. Click-to-open rate is 160 divided by 1,000, or 16.00 percent. Notice that CTOR is always at least as large as CTR when opens are fewer than delivered messages, because it uses a smaller denominator.
The formulas use the number of emails delivered, not the number sent. Emails that bounced never reached an inbox, so counting them would understate every rate. Your email platform usually reports delivered separately from sent; use the delivered figure. If you only have the sent number, remember your rates will read a little low.
Open rates rely on a tiny tracking image loading. Some email apps preload or block images, which can inflate or hide opens, and privacy features in some mail clients have made open counts less reliable than they once were. Because of this, clicks are generally the more dependable engagement signal, and click-based metrics deserve more weight when the two disagree. Treat open rate as a rough indicator and trend it over time rather than fixating on a single send.
Track the same three numbers for every campaign and compare against your own past sends, ideally segmenting by audience type. Test one variable at a time, such as subject line or button text. Gathering the counts is done in your email platform; this calculator simply makes the arithmetic instant and runs entirely in your browser.
It isolates content engagement from subject-line performance -- a low CTOR among openers suggests the email content/CTA needs work, independent of how good your subject line was at getting opens.
Unique opens count each recipient once and are more common for rate calculations. Whichever you choose, use the same basis for clicks.
This typically means opens were undercounted, for example because images were blocked, or you mixed unique opens with total clicks. Recheck the figures.
A bounce is a message that could not be delivered. Bounces are excluded when you use delivered instead of sent, which keeps the rates accurate.
No. The tool covers open rate, click-through rate, and click-to-open rate. Track unsubscribe and complaint rates separately in your email platform.
Reference: Google Search Central