What is a good email open rate?

Average open rates vary by industry but typically fall between 20% and 45% in 2024. Nonprofit, government, and education senders often see 30%+; e-commerce and retail tend to sit in the 20–25% range. Rates above your industry benchmark are a sign of a healthy, well-segmented list.

What is CTOR and why does it matter?

Click-to-open rate (CTOR) is clicks divided by opens, expressed as a percentage. Unlike raw CTR, CTOR measures how compelling the email body is to people who actually opened it — filtering out subject line performance. A low CTR with a high CTOR means your subject line needs work; a high CTR with a low CTOR points to weak body copy or CTAs.

How is email CTR different from web CTR?

Email CTR is clicks divided by emails delivered (not impressions). It measures how many recipients clicked at least one link in the message, making it a combined indicator of both open rate and body engagement. Web or ad CTR divides clicks by impressions, which is a different denominator.

What causes a high unsubscribe rate?

Common causes include sending too frequently, mismatch between signup expectation and content, poor list segmentation, irrelevant offers, and sudden changes in sending cadence. An unsubscribe rate above 0.5% per send is a signal to audit your list health and content relevance.

Why do my delivered and sent counts differ?

Delivered count excludes hard and soft bounces. Hard bounces are permanent delivery failures (invalid address); soft bounces are temporary (full inbox). Your email platform subtracts bounced messages from sent to calculate delivered. Use delivered — not sent — as the denominator for accurate rate calculations.

Email Open Rate Calculator

Name: Email Open Rate Calculator
Availability: InStock
Author: Nham Vu

Enter your campaign numbers to instantly calculate open rate, CTR, CTOR, and unsubscribe rate, then compare against industry benchmarks.

Campaign Numbers

Emails Delivered *

Total emails that reached the inbox (excludes bounces).

Unique Opens *

Each recipient counted once regardless of how many times they opened.

Unique Clicks (optional)

Unique recipients who clicked at least one link.

Unsubscribes (optional)

Industry

Enter your campaign numbers and click Calculate.

Open Rate

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Click-Through Rate

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Click-to-Open Rate

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Unsubscribe Rate

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Industry Benchmark Comparison

Metric	Your Result	Benchmark	Status

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Summary

Enter your campaign numbers to instantly calculate open rate, CTR, CTOR, and unsubscribe rate, then compare against industry benchmarks.

How it works

Enter the number of emails successfully delivered.
Enter the number of unique emails opened.
Enter the number of unique clicks (optional).
Enter the number of unsubscribes (optional).
Select your industry to see how your results compare to benchmarks.
Read the instant metric breakdown and benchmark comparison table.

Use cases

Measure the health of a newsletter or promotional campaign.
Report email engagement metrics to marketing stakeholders.
Compare open and click rates across multiple campaign sends.
Identify whether low clicks stem from poor subject lines (open rate) or weak body copy (CTOR).
Track unsubscribe rate to catch list fatigue early.
Benchmark a new sender domain against industry averages before scaling.
Audit a drip sequence to find which step loses the most engagement.

Frequently Asked Questions

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