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Enter your campaign numbers to instantly calculate open rate, CTR and click-to-open rate, with general benchmark context for each.
Leave blank to use Emails Sent
Open Rate is the percentage of delivered emails that were opened. Click-Through Rate (CTR) is the percentage of delivered emails that received a click. Click-to-Open Rate (CTOR) measures engagement quality specifically — of the people who opened your email, what percentage then clicked something? CTOR is the metric least affected by subject line performance, so it's the best pure measure of how compelling your actual email content is.
Benchmarks vary significantly by industry, list quality, and email type, so treat these as general orientation rather than strict targets:
If your open rate is unusually low, check our deliverability checklist first — a low open rate is often a sign your emails aren't reaching the inbox at all, not that recipients are ignoring them.
Always use Delivered emails as the denominator when available — Sent includes bounces, which artificially deflates your real open rate. If you don't track delivered separately, sent is an acceptable approximation.
10-20% is common for most email marketing. CTOR isolates content quality from subject line performance, so it's often more useful for judging your actual email copy than open rate or CTR alone.
This usually means your subject line is compelling but the email content or call-to-action isn't. Check click-to-open rate specifically — a low CTOR relative to a healthy open rate points to a content or offer problem.