Email CTR (click-through rate) is clicks divided by total emails sent, expressed as a percentage. It measures how many recipients in the whole list clicked a link, not just openers.

CTOR (click-to-open rate) is clicks divided by unique opens. It isolates how compelling the email body and CTA are, stripping out subject line performance from the equation.

What is a good email CTR?

Average CTR across industries is roughly 2–4%. B2B emails often run 2–5%, while e-commerce sits closer to 1–3%. Transactional and triggered emails typically outperform broadcast campaigns.

Why can clicks exceed opens?

Some email clients prefetch links (bot clicks) or tracking pixels are blocked, causing opens to be under-counted. If clicks > opens, your open data is likely incomplete — rely on CTR, not CTOR, in that case.

How do I improve a low CTOR?

A low CTOR with an acceptable open rate usually signals a weak body, unclear CTA, or mismatched offer. Test a single prominent CTA, shorten copy, and ensure the email delivers on the subject line promise.

Email CTR Calculator

Name: Email CTR Calculator
Availability: InStock
Author: Nham Vu

Enter emails sent, opened, and clicked to get CTR and CTOR with industry benchmark comparisons.

Campaign Inputs

Emails Sent

Unique Opens

Unique Clicks

Industry (for benchmarks)

CTR

—

clicks ÷ sends

CTOR

—

clicks ÷ opens

Industry Benchmarks

Industry	Avg CTR	Avg CTOR

Summary

Enter emails sent, opened, and clicked to get CTR and CTOR with industry benchmark comparisons.

How it works

Enter the total number of emails sent in your campaign.
Enter the number of unique opens recorded by your ESP.
Enter the number of unique clicks on any link in the email.
CTR (clicks ÷ sends) and CTOR (clicks ÷ opens) are calculated instantly.
Compare your results against industry benchmarks to gauge performance.

Use cases

Evaluate whether a campaign click rate meets industry expectations.
Diagnose weak email body copy when CTR lags but open rate is healthy.
Report campaign KPIs to stakeholders using standardized rate metrics.
Compare performance across multiple sends to spot trends over time.
Set realistic CTR goals before launching a new drip sequence.

Frequently Asked Questions

Last updated: 2026-07-01 · Reviewed by Nham Vu