Email Marketing Calculator

What formulas does the email marketing calculator use?

Delivery rate = delivered ÷ sent. Open rate = opened ÷ delivered. Click rate = clicks ÷ delivered. Click-to-open rate (CTOR) = clicks ÷ opened. Conversion rate = conversions ÷ clicks. Revenue = conversions × average order value, and revenue per email sent = revenue ÷ sent, shown to four decimals. All rates are multiplied by 100.

What is the difference between click rate and click-to-open rate?

They use different denominators. Click rate divides by delivered emails and shows how much of the whole list clicked. CTOR divides by opened emails and shows how well the content performed among people who opened. With the defaults, 490 clicks give a 5.00% click rate but a 20.00% CTOR, because only 2,450 of the 9,800 delivered emails were opened.

Why is conversion rate based on clicks rather than recipients?

Because it measures what share of people who reached your page went on to convert. In the default data 49 of 490 clickers converted, 10.00%. If you want conversions per delivered email, divide the conversions by delivered yourself: here 49 ÷ 9,800 is 0.5%, and that figure is not shown by the tool.

Can open rates be trusted?

With caution. Opens are usually recorded by a tiny tracking image, so mail clients that load images automatically can register opens that no person made, and clients that block images can hide real ones. Clicks and conversions are less affected, which is why many senders put more weight on them. The calculator treats the opens figure you enter as accurate.

Should I enter unique or total clicks?

Whichever you like, but be consistent. Total clicks include repeat clicks from the same person and give higher rates than unique clicks. Platforms vary in which they show by default. The calculator cannot tell, and a click rate above the open rate points to total clicks mixed with unique opens.

What if a count is zero?

Divisions that would be undefined show 0.00%, not an error: no opens means 0.00% CTOR, and no sends means 0.00% delivery and revenue per email of $0.0000. Negative or non-numeric entries are treated as 0. The page does not flag logically impossible entries such as more clicks than opens.

Does the tool measure bounces, unsubscribes or spam complaints?

No. Delivery rate is the only list-health signal: 9,800 of 10,000 is 98.00%, so 2.00% of the send did not arrive, but the tool cannot say why. Unsubscribe and complaint counts have no input field, nor does the tool compare your numbers with any benchmark.