Email Marketing Metrics Calculator (CTR, CTOR, Conversion, Bounce and More)
Type in the numbers from your campaign report and get every key email marketing metric, each with its formula and your numbers plugged in: delivery, bounce, open, click-through, click-to-open, conversion, unsubscribe and complaint rates, plus revenue per email, list growth and churn.
Campaign numbers
Or leave blank and fill in bounces.
Hard and soft together. Fill in this or delivered; we work out the other.
Each person counted once.
Each person who clicked, counted once.
Sales, sign-ups or whatever you count as a goal.
People who pressed "Report spam", from your platform's report.
Optional: revenue and list size
Subscribers at the start of the period.
Joined during the period.
Results update as you type. Runs 100% in your browser: nothing you enter is uploaded or saved.
The formulas
| Metric | Formula | What it tells you |
|---|---|---|
| Delivery rate | delivered ÷ sent × 100 | Share of emails the receiving servers accepted. |
| Bounce rate | bounces ÷ sent × 100 | Share that came back. Delivered and bounces should add up to sent. |
| Open rate | unique opens ÷ delivered × 100 | Share of delivered emails that someone opened (see the Apple caveat below). |
| Click-through rate (CTR) | unique clicks ÷ delivered × 100 | Share of delivered emails where someone clicked a link. |
| Click-to-open rate (CTOR) | unique clicks ÷ unique opens × 100 | Of the people who opened, the share who clicked: a measure of the content. |
| Conversion rate | conversions ÷ delivered × 100, or conversions ÷ unique clicks × 100 | Per email, or per click (which mostly measures the landing page). Pick one and stick with it. |
| Unsubscribe rate | unsubscribes ÷ delivered × 100 | Share of delivered emails that led to an unsubscribe. |
| Complaint (spam) rate | spam complaints ÷ delivered × 100 | Share of delivered emails reported as spam. |
| Revenue per email | revenue ÷ delivered | Revenue earned for each delivered email. Per email sent is shown too. |
| List growth rate | (list at end − list at start) ÷ list at start × 100 | Net change in the list over the period. |
| Churn rate | (list at start + new subscribers − list at end) ÷ list at start × 100 | Subscribers lost over the period, for any reason. |
Platforms don't all use the same definitions. Some divide open and click rates by emails sent instead of delivered, or count total rather than unique clicks. When you compare campaigns, compare numbers worked out the same way.
About open rates and Apple Mail Privacy Protection
Since 2021, Apple Mail Privacy Protection has loaded email images in the background for Apple Mail users who turn it on, whether or not they read the email. The tracking pixel that counts an "open" loads too, so opens are over-counted, and click-to-open (which divides by opens) is pulled down. Clicks, conversions and revenue aren't affected in the same way, so lean on them when you judge a campaign. EmailNa explains Mail Privacy Protection, with dates and sources.
About the flags
- Complaint rate at or above 0.1% or 0.3%. Google's email sender guidelines say to "keep spam rates reported in Postmaster Tools below 0.10% and avoid ever reaching a spam rate of 0.30% or higher". Google measures this for Gmail users in Postmaster Tools, so its number can differ from the one your platform reports.
- Bounce rate above about 2%. EmailNa's soft bounce vs hard bounce guide suggests keeping your bounce rate at or under about 2%. For more on your bounces, use the bounce rate calculator.
- No benchmarks. "Average" open and click rates vary a lot by industry, list and platform, and published figures are rarely comparable. The most useful comparison is with your own past campaigns.
How it works
- Type your numbers from your email platform's campaign report. Commas are fine (10,000), and you can leave any box empty.
- Fill gaps. If you give sent and bounces, delivered is worked out as sent minus bounces, and the other way round.
- Every metric shows its formula and your numbers plugged in, so you can check the math or explain it to a client. A metric that needs a number you left out says which one; one that would divide by zero says so instead of showing a wrong number.
- Sanity checks. If something doesn't add up, like more clicks than delivered emails, a friendly note says what to check.
- Copy or download. Copy the results as text for a report or chat, or download a CSV for a spreadsheet. Nothing is uploaded or saved.
Related free tools
Related guides on EmailNa
What the email marketing metrics calculator does
Your email platform shows a campaign report full of counts. This calculator turns those counts into the rates people actually talk about: delivery, bounce, open, click-through, click-to-open, conversion, unsubscribe and complaint rates, plus revenue per email, list growth and churn. Each one comes with its formula and your numbers plugged in, so there's no mystery about where a percentage came from.
Benefits
- Eleven metrics at onceFrom delivery rate to churn, from one set of numbers.
- Formulas shownEvery result shows the formula and the calculation with your numbers.
- Honest flagsComplaint rates are checked against Google's published 0.1% and 0.3% limits, with the source linked. No made-up industry averages.
- Open rate caveatA reminder that Apple Mail Privacy Protection inflates opens.
- Catches mistakesFriendly notes when numbers don't add up, and no divide-by-zero nonsense.
- Copy or CSVPaste the results into a report, or open them in a spreadsheet.
Who it is for
- A small-business owner making sense of a newsletter report.
- A marketer comparing campaigns sent from different platforms.
- A freelancer or agency writing a monthly report for a client.
- Anyone learning the difference between CTR and CTOR.
How to use it
- Open your campaign report in your email platform.
- Type in emails sent, delivered or bounces, unique opens, unique clicks and the rest. Leave out anything you don't have.
- Choose whether conversion rate is per delivered email or per click.
- Read the results, then copy them as text or download a CSV.
Your privacy
The numbers you enter are used only for the math in your browser. Nothing is sent to ListaFix or stored, not even in your browser.
Frequently asked questions
What is the difference between click-through rate and click-to-open rate?
Click-through rate (CTR) divides unique clicks by delivered emails, so it measures the whole email, from subject line to links. Click-to-open rate (CTOR) divides unique clicks by unique opens, so it measures how well the content persuaded the people who opened. With 512 clicks, 9,850 delivered and 3,940 opens, CTR is 5.20% and CTOR is 12.99%.
Why can't I trust my open rate?
Apple Mail Privacy Protection loads images in the background for Apple Mail users who turn it on, whether or not they read the email, so many "opens" aren't real reads. Use open rate as a rough signal and judge campaigns mainly by clicks, conversions and revenue. More on EmailNa.
Should conversion rate be divided by delivered emails or by clicks?
Both are used. Conversions ÷ delivered tells you how well the whole email turns readers into customers. Conversions ÷ clicks tells you how well the landing page converts the people who clicked. The calculator does either; just use the same one each time you compare.
What spam complaint rate is too high?
Google's email sender guidelines say to keep the spam rate reported in Postmaster Tools below 0.1% and never reach 0.3%. The calculator flags your complaint rate at or above each level. Google measures Gmail users only, so its figure can differ from yours.
Is bounce rate worked out from sent or delivered emails?
From emails sent: bounces ÷ sent × 100. Delivered emails have, by definition, not bounced. The other rates here (open, click, unsubscribe, complaint) use delivered emails, because only those could be opened or reported.
Is anything I type uploaded or saved?
No. All the math runs in your browser. Nothing is sent to ListaFix or saved, so copy or download your results before you close the page.