Email Marketing Metrics Calculator
Paste the numbers from your last send and get every rate that matters at once — opens, clicks, click-to-open, unsubscribes, bounces, conversions and the one that pays the bills: revenue per email.
What each number is telling you
- Open rate = opens ÷ delivered — a rough proxy for subject-line and sender appeal (now noisy thanks to Apple MPP).
- Click rate = clicks ÷ delivered, and click-to-open = clicks ÷ opens — together they separate "did they open" from "did the content land."
- Unsubscribe & bounce rates — list-health warning lights. Rising bounces hurt deliverability; rising unsubscribes mean a mismatch between promise and content.
- Revenue per email = revenue ÷ delivered — the bottom line that lets you compare a small engaged list to a big cold one.
Track these per-send over time. A campaign with a lower open rate but higher revenue per email is the winner every time.
These rates protect your deliverability
Bounce, unsubscribe and spam-complaint rates aren't just a report card — mailbox providers watch them to decide whether your future emails reach the inbox or the spam folder. A creeping bounce rate or a spike in complaints quietly suppresses delivery to your engaged subscribers too. Treat the numbers here as early-warning lights: clean your list, confirm new sign-ups, and sunset people who haven't opened in months before they drag the whole list down.
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Frequently asked questions
What is click-to-open rate (CTOR)?
Click-to-open rate is unique clicks divided by unique opens, as a percentage. It measures how compelling your email content was to the people who actually opened it, isolating the message from the subject line that earned the open.
Is open rate still reliable?
Less so since Apple's Mail Privacy Protection (2021) began pre-loading images, which inflates opens for Apple Mail users. Treat open rate as a rough, directional number and lean on clicks, click-to-open rate and conversions for real signal.
What is a good email click-through rate?
It varies by industry and list quality, but a click-through rate (clicks ÷ delivered) of roughly 2–5% is common for healthy lists. Compare against your own history first; a rising CTOR is usually a better sign than chasing a benchmark.