An email click rate calculator shows what percentage of delivered emails resulted in a click, and separately, what percentage of people who opened the email went on to click something. It calculates both click-through rate (CTR) and click-to-open rate (CTOR) โ the second is often a better read on how compelling your email content and offer actually were.
Calculate email click-through rate (CTR) and click-to-open rate (CTOR) side by side.
Last Updated: August 2026
Estimates only. Some email clients strip or alter tracked links, and bot/prefetch clicks can slightly inflate raw click counts โ treat this as a relative, trend-tracking metric.
Click-through rate (CTR) is clicks divided by emails delivered; click-to-open rate (CTOR) is clicks divided by emails opened. A campaign with 5,000 delivered, 1,150 opened, and 115 clicks has a 2.3% CTR but a 10% CTOR โ the CTOR shows that once someone opened, a solid 1 in 10 clicked something.
vs. Email Open Rate Calculator: that tool measures how many people opened your email. This one measures how many clicked โ a separate, later step in the funnel.
vs. Email Revenue Calculator: this tool measures engagement rates. The Email Revenue Calculator converts clicks into actual dollar revenue.
Enter emails delivered, unique opens, and unique clicks. The calculator produces two related but distinct metrics: CTR, which measures clicks against your entire delivered audience, and CTOR, which measures clicks only against the people who actually opened the email.
CTOR is often the more useful metric for judging email content and offer quality, since it isolates click behavior from subject-line-driven open rate โ a campaign can have a low CTR simply because open rate was low, even if the content itself converts openers well.
CTR (%) = (Unique Clicks รท Emails Delivered) ร 100
CTOR (%) = (Unique Clicks รท Emails Opened) ร 100
CTR tells you how many delivered recipients clicked โ a measure of overall campaign reach. CTOR tells you how compelling the email was to people who actually opened it โ a measure of content and offer quality, independent of subject line performance.
1,000 delivered, 400 opened, 80 clicked โ a modest 8% CTR but an excellent 20% CTOR, showing the content itself performs well.
5,000 delivered, 2,000 opened (a strong 40% open rate) but only 60 clicked โ a low 3% CTOR signals the email content didn’t deliver on the subject line’s promise.
A sale announcement pulling a 6% CTOR โ typical for broad promotional sends compared to more targeted, segmented campaigns.
Simplifying an email from five links to one clear CTA raises CTOR from 8% to 15% on the next send.
A commonly cited range is 1-5% CTR across industries, though it varies by list size, niche, and email type. CTOR is often more useful for comparison, typically cited around 10-20% for solid campaigns โ but your own historical performance is usually the better benchmark than either figure.
CTOR only counts people who already opened the email as the base, a smaller and more engaged group, while CTR counts against your entire delivered list, most of whom never opened it at all.
Unique clicks give a more accurate rate, since total clicks can count the same person clicking multiple links or the same link multiple times, inflating the numbers.
Optimize open rate and list growth to improve CTR, and optimize email content, offer, and CTA placement to improve CTOR. They respond to different levers, so track both separately rather than treating them as one metric.
Estimate the revenue generated from those clicks with the Email Revenue Calculator.