Click-through rate formula for email
Email CTR = unique clicks ÷ emails delivered × 100
Example: 250 unique clicks from 10,000 delivered emails = 2.5%. Use delivered, not sent, so bounces don't drag the rate down.
Click-to-open rate formula
Click-to-open rate (CTOR) = unique clicks ÷ unique opens × 100
250 clicks from 3,000 opens = 8.3%. CTOR judges the email content itself, because it only counts people who opened it.
Why open rates are less reliable now
Apple Mail Privacy Protection loads emails automatically, which counts as an open even if nobody read it. That inflates opens and lowers CTOR, so give more weight to CTR when you compare campaigns.
Is your email CTR good?
MailerLite email benchmarks (2025) put the average email click rate at about 2.09%. See what a good CTR is for other channels, and use the CTR calculator for ads.
How to calculate CTR for email
Take the number of unique clicks from your email platform and divide it by emails delivered, not emails sent. Delivered leaves out bounced addresses, which never had a chance to click. Use unique clicks so one subscriber clicking five links counts once.
Click-to-open rate formula in email marketing
Click-to-open rate = unique clicks ÷ unique opens × 100
Click-to-open rate shows how well the email's content and links worked for people who opened it. Because privacy features in some mail apps record opens automatically, treat it as a rough guide and rely on click rate for decisions.
Email CTR vs click-to-open rate example
Example: you send 10,000 emails, 3,000 are opened and 240 people click. Email CTR = 240 ÷ 10,000 × 100 = 2.4%. Click-to-open rate = 240 ÷ 3,000 × 100 = 8%. CTR judges the whole send; click-to-open judges the email content, because it only counts people who opened.
How to use this calculator
Enter emails delivered, unique opens and unique clicks. The result updates as you type, so you do not need to press Calculate after each change. Use Copy result to paste the figure into a report, or Share link to send the calculator with your numbers already filled in.
Related calculators
You may also want the CTR Calculator (Click-Through Rate), CPM Calculator, YouTube CPM Calculator (CPM vs RPM Explained). Browse everything in ad cost metrics calculators.
Frequently asked questions
Unique or total clicks?
Unique clicks. One person clicking three links counts once.
Is CTOR the same as CTR?
No. CTR is based on delivered emails; CTOR is based on opens.
Results are estimates based on the numbers you enter and are not financial advice.