Marketing & agency
Email Click-Through Rate Calculator
Works email click-through, where the denominator changes the story.
Result
Click-to-open is the more useful measure of whether the message worked, because it isolates content quality from subject-line and deliverability performance.
Get a Free Business AuditHow the calculation works
Clicks divided by delivered messages gives a click-through rate; clicks divided by opens gives a click-to-open rate. They answer different questions: the first measures the whole campaign and the second measures whether the content delivered on the subject line, and the second is distorted by the same open-tracking problems.
What moves the number
- Which denominator is used.
- Relevance of the content to the segment.
- Number and prominence of links.
- Deliverability and list quality.
Where this one goes wrong
Click-through on delivered messages is the more reliable figure because it does not depend on open tracking, which privacy features have made unreliable, so it is the metric to trend over time. List quality matters more than content for most senders: a list with many inactive addresses depresses every rate and harms deliverability, and removing them improves the figures and the inbox placement together.
Before you quote
- Trend click-through on delivered, which does not rely on open tracking.
- Clean inactive addresses from the list.
- Segment rather than sending everything to everyone.
Questions
About this calculator
Click-through or click-to-open?
Click-through on delivered messages is the more reliable figure, since it does not depend on open tracking that privacy features have made unreliable. Click-to-open answers a narrower question and inherits the open-tracking problem.
Why are my email rates falling?
List quality is the usual cause. Inactive addresses accumulate, depress every rate and harm deliverability, so removing them improves both the figures and the inbox placement. It feels like shrinking the list and it improves the results.
Does segmentation help?
Substantially, because relevance drives clicks more than copy does. Sending everything to everyone depresses rates and trains recipients to ignore the sender, which costs more over time than the convenience saves.
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How to use this calculator
- Emails delivered. Enter your own figure; the page starts at 4,860.
- Unique opens. Enter your own figure; the page starts at 1,210.
- Unique clicks. Enter your own figure; the page starts at 218.
- Conversion rate on clicks (%). Enter your own figure; the page starts at 5%.
- Average job value ($). Enter your own figure; the page starts at $780.
The result updates as you type, so you can try a figure, see what it does to click-through rate, and change it back. Nothing you enter is sent anywhere or saved.
A worked example
These are the figures the calculator opens with. Every number in the results column below is produced by the same calculation the page runs, so you can follow it through before putting your own figures in.
What goes in
| Input | Value |
|---|---|
| Emails delivered | 4,860 |
| Unique opens | 1,210 |
| Unique clicks | 218 |
| Conversion rate on clicks | 5% |
| Average job value | $780 |
What comes out
| Result | Value |
|---|---|
| Click-through rate main result | 4.49% |
| Click-to-open rate | 18.02% |
| Conversions | 10.9 |
| Revenue from the campaign | $8,502 |
A 4.49% click-through rate and 18.02% click-to-open. Those clicks produce about 10.9 jobs worth $8,502.
How sensitive the answer is
Holding everything else steady and changing only average job value, this is what happens to click-through rate. It is worth knowing which of your inputs the answer actually hinges on, and which barely move it.
| Average job value ($) | Click-through rate |
|---|---|
| $390 | 4.49% |
| $585 | 4.49% |
| $780 example above | 4.49% |
| $1,170 | 4.49% |
| $1,560 | 4.49% |
Every other input is held at the example value while this one changes, which is not how a real job behaves. Treat it as a guide to which number matters most, not as five separate quotes.
What each figure means
- Emails delivered
- A number, between 0 and 100000000, starting at 4,860.
- Unique opens
- A number, between 0 and 100000000, starting at 1,210.
- Unique clicks
- A number, between 0 and 100000000, starting at 218.
- Conversion rate on clicks (%)
- A percentage, between 0 and 100, starting at 5%.
- Average job value ($)
- A money amount, starting at $780.
What the results tell you
| Result | What it is |
|---|---|
| Click-through rate | The headline result. A percentage. |
| Click-to-open rate | A percentage. |
| Conversions | A decimal figure. |
| Revenue from the campaign | A money figure. |
Attribution is the weak link
Return and cost-per-lead figures depend on knowing which enquiries came from which source, and most home-services businesses do not track that reliably. If the source data is guesswork, so is the return.
Keep going
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