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Email CTR & CTOR Calculator

Total clicks on links in your email
Use delivered, not sent (excludes bounces)

Understanding Your Email CTR Results

Excellent Email CTR (>5%)

Your email CTR exceeds 5%, indicating excellent content and high subscriber engagement. This tier represents top performers in email marketing. Your subject lines, content, and CTAs are highly relevant to your audience. Focus on maintaining list quality and testing new content formats. Consider analyzing which email types drive the highest CTR and replicate those strategies across campaigns.

Average Email CTR (2-3%)

Your email CTR is within the industry average range. There's room for improvement through better segmentation, more compelling CTAs, and optimized send times. Test different subject lines, personalize content, and ensure your links are prominently placed. Review your list quality and remove disengaged subscribers to improve overall performance.

Low Email CTR (<1%)

Your email CTR needs improvement. Common issues include poor subject lines, irrelevant content, or low list quality. Start by segmenting your list, improving CTA clarity, and testing send times. Consider re-engagement campaigns for inactive subscribers and focus on delivering value in every email. Review your email type benchmarks for realistic targets.

What is Email CTR?

Email CTR (Click-Through Rate) measures the percentage of delivered emails that received at least one click. It's calculated by dividing total clicks by emails delivered, then multiplying by 100. Unlike open rate, CTR measures actual engagement with your email content. Email CTR is crucial because it indicates how compelling your content and CTAs are. A high CTR means subscribers find your emails valuable and take action. The average email CTR across industries is 2.6%, but this varies significantly by industry and email type. Use delivered count, not sent count, for accurate calculation.

Real-World Email CTR Examples

Excellent - Welcome Email Series

SaaS company sending welcome email to new subscribers with clear onboarding CTA.

Calculation Steps

  • Clicks: 260
  • Delivered: 5,000
  • Calculation: (260 / 5,000) × 100
Result: CTR: 5.2% - Excellent! Welcome emails typically have highest CTR (4-6% average).

Good - Newsletter Campaign

Media company sending weekly newsletter to engaged subscriber list.

Calculation Steps

  • Clicks: 125
  • Delivered: 5,000
  • Calculation: (125 / 5,000) × 100
Result: CTR: 2.5% - Good for newsletters. Average is 2.5%, room for A/B testing.

Needs Improvement - Promotional Email

E-commerce brand sending promotional email with weak CTA and too many links.

Calculation Steps

  • Clicks: 90
  • Delivered: 5,000
  • Calculation: (90 / 5,000) × 100
Result: CTR: 1.8% - Below promotional average (2.1%). Simplify CTAs and improve relevance.

How to Use the Email CTR Calculator

1

Choose Calculator Type

Select between Email CTR calculator (uses delivered emails) or CTOR calculator (uses opened emails) using the tabs.

2

Enter Your Email Metrics

Input total clicks and either emails delivered (for CTR) or emails opened (for CTOR). Use delivered count, not sent count.

3

View Instant Results

Get immediate calculation with performance tier rating and comparison against email industry benchmarks.

4

Review Email Optimization Tips

Receive email-specific recommendations based on your CTR and CTOR performance to improve engagement.

Why Use Our Email CTR Calculator?

Dual Metric Calculation

Calculate both Email CTR and CTOR (Click-to-Open Rate) to understand overall performance and content quality separately.

Email-Specific Benchmarks

Compare with 15+ industry benchmarks and 6 email types. Get realistic targets based on Newsletter, Promotional, or Transactional emails.

Smart Interpretation

Get intelligent analysis of both CTR and CTOR with email-specific recommendations based on your performance tier.

Delivered vs Sent Clarity

Clear guidance on using delivered count (excludes bounces) for accurate CTR calculation, avoiding common email marketing mistakes.

Understanding Email Metrics

Email Clicks

Total number of clicks on any link in your email. Multiple clicks from the same recipient count separately. Includes all link types: CTAs, images, footer links.

count
150

Emails Delivered

Number of emails successfully delivered to inboxes. Excludes bounces (hard and soft). Always use delivered count, not sent count, for accurate CTR calculation.

count
5,000

Emails Opened

Number of emails opened by recipients. One recipient opening multiple times counts once. Used for CTOR calculation to measure content effectiveness.

count
1,200

Email CTR Formula Explained

Understanding email click-through rate calculations

Email CTR Formula

Divide total clicks by emails delivered, then multiply by 100. Use delivered count (excludes bounces), not sent count.

Email CTR = (Clicks / Delivered) × 100%

Example: Example: 150 clicks ÷ 5,000 delivered × 100 = 3% CTR

CTOR Formula

Click-to-Open Rate measures clicks divided by opens. Shows content quality by excluding subject line impact. Average CTOR is 10-12%.

CTOR = (Clicks / Opens) × 100%

Example: Example: 150 clicks ÷ 1,200 opens × 100 = 12.5% CTOR

Unique Click Rate

Counts each recipient only once regardless of multiple clicks. More accurate for measuring reach but less commonly tracked.

Unique CTR = (Unique Clicks / Delivered) × 100%

Example: Example: 120 unique clicks ÷ 5,000 delivered × 100 = 2.4% unique CTR

Frequently Asked Questions

How to calculate email CTR?

Divide total clicks by emails delivered, then multiply by 100. Formula: (Clicks / Delivered) × 100%. Use delivered count (excludes bounces), not sent count. Example: 150 clicks ÷ 5,000 delivered = 3% CTR.

What is a good email CTR?

2-3% is average, 3-5% is good, and >5% is excellent. However, this varies by industry and email type. Transactional emails (4.5%) naturally have higher CTR than promotional emails (2.1%). Compare to your industry benchmark.

What is CTOR in email marketing?

CTOR (Click-to-Open Rate) measures clicks divided by opens. It shows content quality by excluding subject line impact. Average CTOR is 10-12%. High CTOR means your email content is compelling, even if open rates are low.

Should I use delivered or sent for CTR?

Always use delivered count, not sent count. Delivered excludes bounced emails (hard and soft bounces). Using sent count artificially lowers your CTR and provides inaccurate performance data. Most ESPs report delivered count separately.

Why is my email CTR low?

Common causes: weak CTAs, irrelevant content, poor list quality, bad send times, or too many links. Start by segmenting your list, testing subject lines, and making CTAs more prominent. Remove disengaged subscribers to improve overall CTR.

What's the difference between CTR and open rate?

Open rate measures emails opened (subject line effectiveness), while CTR measures clicks (content effectiveness). You need both: high open rate gets people in, high CTR drives action. Low opens but high CTR? Fix subject lines.

Disclaimer

This email CTR calculator provides estimates based on industry benchmarks and standard formulas. Actual performance varies by list quality, industry, email type, and ESP. Results are for informational purposes only. Always verify calculations with your email service provider's analytics. Benchmarks are compiled from Mailchimp and Campaign Monitor 2024 reports and may not reflect your specific situation.