Email metrics calculator
Enter the raw numbers from a campaign and get every standard rate at once — delivery, bounce, open, click, click-to-open and unsubscribe — all computed on the correct base.
98.50%
34.52%
4.87%
14.12%
1.50%
0.22%
Based on 9,850 delivered emails.
How the rates are calculated
The trick most people miss is the denominator. Open, click and unsubscribe rates should be measured against delivered mail — not everything you sent — because bounced messages never had a chance to be opened. This calculator uses the correct base for each metric automatically.
- Delivery rate = delivered ÷ sent (delivered = sent − bounced)
- Bounce rate = bounced ÷ sent
- Open rate = unique opens ÷ delivered
- Click rate = unique clicks ÷ delivered
- Click-to-open (CTOR) = unique clicks ÷ unique opens
- Unsubscribe rate = unsubscribes ÷ delivered
What good looks like
- Delivery rate above 98% — lower means list or authentication problems
- Bounce rate under 2% — clean your list to keep it there
- CTOR is your content signal: high opens but low CTOR means the body underdelivered
- Unsubscribe rate under ~0.3% per send is typical for a healthy list
Frequently asked questions
Should open rate use sent or delivered?
Delivered. Bounced mail was never received, so measuring opens against total sent understates your real engagement. This tool uses delivered.
Why track click-to-open separately?
CTOR isolates content performance from subject-line performance. A great subject can lift opens while a weak body drags clicks — CTOR shows that gap.
Are Apple Mail Privacy opens counted?
That depends on your sending platform's tracking. Treat open rate as directional and lean on clicks and conversions for decisions.
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