Enter the emails sent, the bounces and the unique clicks from your campaign report. You get the click rate on emails delivered, to two decimal places, with every step of the workings. Add unique opens for the open rate and the click-to-open rate (CTOR), total clicks to see how often each clicker clicked, and a target rate to see how many more clicks you need.
Take the figures from your campaign report
Note the emails sent, the bounces (hard and soft) and the unique clicks, meaning the number of recipients who clicked a link at least once. If your tool reports emails delivered, enter that figure as emails sent and leave bounces empty.
Click rate or click-to-open rate
The click rate divides unique clicks by emails delivered, so it measures the campaign’s effect on the whole list. The click-to-open rate divides them by unique opens, so it measures how engaging the content was for the people who opened the email. Some tools work out the click rate on emails sent rather than delivered: when you enter bounces, the calculator gives both.
Treat opens with caution
An open is counted when a tiny invisible image in the email loads. If images are blocked, the open is missed; Apple’s Mail Privacy Protection stops senders seeing whether an email was opened; and filtering bots can inflate both opens and clicks. Compare your rates from one campaign to the next, measured with the same tool, rather than with an average from elsewhere.
Rounding
Rates are rounded to the nearest hundredth of a percentage point, with halves rounded up: 9 unique clicks from 800 delivered emails is 1.125%, shown as 1.13%. The unique clicks needed for a target are rounded up to a whole click: 9,999 delivered emails at 2.5% need 249.975 clicks, so 250.
Click rate = unique clicks ÷ emails delivered × 100, where emails delivered = emails sent − bounces.
Open rate = unique opens ÷ emails delivered × 100.
Click-to-open rate = unique clicks ÷ unique opens × 100.
Clicks per clicker = total clicks ÷ unique clicks.
Unique clicks needed = emails delivered × target rate ÷ 100, rounded up to a whole click.
Example: 25,000 emails sent, 400 bounces and 615 unique clicks
The campaign delivered 25,000 − 400 = 24,600 emails. Click rate = 615 ÷ 24,600 × 100 = 2.5%, or one unique click for every 40 delivered emails. Measured against the 25,000 emails sent, it falls to 2.46%. With 6,150 unique opens, the open rate is 25% and the click-to-open rate 615 ÷ 6,150 × 100 = 10%. To reach a 3% click rate, the campaign would need 24,600 × 3% = 738 unique clicks, 123 more than it got.
