What's the difference between CTR and click-to-open rate?

CTR measures clicks against everyone the email was sent to. Click-to-open rate measures clicks only against people who actually opened the email, a better measure of content engagement.

What's a good open rate and CTR benchmark?

Averages vary by industry, but open rates in the 15-25% range and CTR in the 2-5% range are common benchmarks across many sectors. Compare your own results against your list's own history too, since deliverability and audience quality affect these numbers as much as content does.

Why might my open rate look inflated?

Apple Mail Privacy Protection and similar features can auto-open emails for privacy scanning without a human actually reading them, inflating reported opens on lists with many Apple Mail users. Click-through and click-to-open rates are generally more reliable engagement signals than open rate alone.

Should I compare CTR across campaigns with very different list sizes?

Yes, that's exactly what makes CTR useful, it's a rate rather than a raw count, so a campaign sent to 1,000 people and one sent to 50,000 can be compared fairly on engagement.

Email Open Rate & CTR Calculator

Calculate email open rate and click-through rate from a campaign's stats.

Formula v1.0.0GlobalMethodology Report an issueemail-open-rate-ctr-v1

How this is calculated

Open rate = Opens ÷ Sent; CTR = Clicks ÷ Sent; Click-to-open = Clicks ÷ Opens

About this calculator

Email marketing platforms report raw counts, emails sent, opens, clicks, but comparing campaigns or benchmarking against industry norms requires converting those into rates, and it's easy to conflate the different denominators involved. This calculator takes sent, opens and clicks and computes three related percentages: open rate (opens ÷ sent), click-through rate (clicks ÷ sent), and click-to-open rate (clicks ÷ opens), each answering a different question about campaign performance. It's meant for email marketers reviewing a campaign report, comparing subject line performance (which drives opens) versus content performance (which drives clicks among openers), or benchmarking against industry averages. Keeping all three rates straight by hand risks dividing by the wrong denominator, mixing up CTR (against everyone sent) with click-to-open rate (against only those who opened) is a common mistake this calculator avoids by computing both explicitly.

Worked example

5,000 sent, 1,200 opens, 150 clicks

Result: 24.00% open rate

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