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Email Click-Through Rate Calculator

Enter your email clicks, deliveries, and opens to find your CTR.

How it is calculated

Click-through rate divides clicks by the emails that actually reached an inbox, not by the number you sent: CTR = clicks ÷ delivered × 100. If you also enter opens, the tool adds the click-to-open rate: CTOR = clicks ÷ opens × 100. Clicks and delivered are plain counts from your email platform report, and both results are percentages shown to two decimals. Delivered must be above zero and clicks cannot be negative, or there is no result. The opens field is optional; if you leave it empty or enter 0, the CTOR line is simply left out. The tool does not check that clicks are smaller than delivered or opens, so a count that is too large will give a rate above 100%.

Worked example

A newsletter was delivered to 19,600 subscribers, got 4,900 opens and 420 clicks. CTR = 420 ÷ 19,600 × 100 = 2.14%. CTOR = 420 ÷ 4,900 × 100 = 8.57%. So about one in 47 recipients clicked, but roughly one in 12 of the people who opened the email went on to click. If you had left opens blank, you would only see the 2.14% CTR and the 420 clicks.

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Common mistakes

  • Dividing by emails sent instead of emails delivered. Bounced messages inflate the denominator and make the CTR look worse than it is.
  • Using total clicks when your platform also reports unique clicks. One person clicking five times then counts five times, so the rate is overstated.
  • Putting the same figure in opens and delivered, or swapping the two. CTOR then equals CTR or comes out far too low.
  • Comparing CTOR with CTR as if they measured the same thing. CTOR is always higher because its denominator (opens) is smaller than delivered.
  • Trusting apparent open counts without a caveat, since automatic image loading can register opens that no human made, which distorts CTOR.

About this calculator

The email click-through rate calculator computes CTR as (unique clicks ÷ emails delivered) × 100 — the percentage of everyone who successfully received a campaign who then clicked a link inside it. When you also enter opens, it calculates the click-to-open rate (CTOR) as (clicks ÷ opens) × 100, which isolates how compelling the content was for people who actually opened the email, independent of subject-line performance.

Separating CTR from CTOR matters because a weak CTR can stem from two very different problems — a bad subject line that suppressed opens, or a good subject line that led to disappointing content — and the fix is different for each. Email marketers and growth teams use both metrics together, benchmarked against industry averages (CTR typically runs 1–5% depending on sector), to diagnose where a campaign is losing people and to A/B test subject lines versus body content accordingly.

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Comments (1)

  • Editorial team

    Results depend on which count you call delivered. With 320 clicks on 10000 delivered the tool gives 3.20%, and with 2400 opens the click-to-open rate is 13.33%. Do not enter the sent figure instead, since bounces would lower the rate. Opens are also less reliable than clicks now that mail apps preload images, so lean on CTR when you compare campaigns. Which of the two rates do you report to your team?

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