Email Marketing Calculator
An email campaign's open rate, click-through rate, click-to-open rate, bounce rate and unsubscribe rate, measured from delivered or sent emails as you choose, plus revenue per email and per subscriber and the campaign ROI.
Result…
How it's calculated
Delivered = sent − bounces Open rate = unique opens ÷ delivered (or sent) × 100 Click-through rate = unique clicks ÷ delivered (or sent) × 100 Click-to-open rate = unique clicks ÷ unique opens × 100 Bounce rate = bounces ÷ sent × 100 · Unsubscribe rate = unsubscribes ÷ delivered (or sent) × 100 ROI = (revenue − cost) ÷ cost × 100
Email rates are simple ratios, but the base matters. Most platforms divide opens, clicks and unsubscribes by the emails delivered (sent minus bounces), while some divide by the emails sent, which gives lower figures; pick the one your platform uses and keep it when you compare. The bounce rate is always measured against the emails sent. The click-to-open rate divides clicks by opens, so it shows how well the content worked for the people who opened it. Open counts are the least reliable figure: privacy features in some mail apps load emails automatically and record opens, while others block the tracking image. On the money side, ROI is the profit as a share of the cost, revenue per email spreads the revenue over the emails, and revenue per subscriber spreads it over the whole list. This calculator does not compare your figures with industry averages: those vary by sector, list and measurement.
Your numbers, step by step
About the Email Marketing calculator
This email marketing calculator turns a campaign report into the rates and money figures people quote. From the emails sent, bounces, unique opens, unique clicks and unsubscribes, it works out the open rate, click-through rate, click-to-open rate, bounce rate, unsubscribe rate and delivery rate. You choose whether the rates are measured from delivered or sent emails, because platforms differ and the choice changes the answer. Switch to revenue and ROI, add the revenue you credit to the campaign, its cost and the size of your list, and it gives the ROI, profit, revenue per email, revenue per subscriber, cost per email and revenue per click. Marketers comparing campaigns, freelancers reporting to clients and small shops checking whether a newsletter pays its way can all use it. Each rate is shown as a division with your own numbers, and it doesn't compare you with industry averages.
How to use it
- Choose what to “Show”: “Engagement rates” or “Revenue and ROI”.
- Enter the “Emails sent”, “Bounces”, “Unique opens” and “Unique clicks” from your platform's report.
- Pick whether the “Rates measured from” delivered or sent emails, matching how your platform counts.
- For rates, enter the “Unsubscribes”; for money, enter the “Revenue from the campaign”, the “Campaign cost” and the “Subscribers on the list”.
- Read the rates or the ROI, and the working that shows each division.
Worked example
A campaign sent to 10,000 addresses had 200 bounces, so 9,800 were delivered (a 98% delivery rate and a 2% bounce rate). 2,500 unique opens ÷ 9,800 gives a 25.51% open rate, 400 unique clicks ÷ 9,800 a 4.08% click-through rate, and 400 ÷ 2,500 a 16% click-to-open rate. 20 unsubscribes is 0.2%. If it brought in 3,000 in sales for a cost of 500, the profit is 2,500 and the ROI is 2,500 ÷ 500 × 100 = 500%. That is about 0.31 per delivered email, 0.25 per subscriber on a 12,000-person list, and 7.50 per click.
Updated
Questions people ask
How do I calculate an email open rate?
Divide the unique opens by the emails delivered (sent minus bounces) and multiply by 100. Some platforms divide by the emails sent instead, which gives a lower figure, so check which one yours uses.
What is the difference between click-through rate and click-to-open rate?
Click-through rate divides clicks by all delivered emails, so it reflects the subject line and the content together. Click-to-open rate divides clicks by opens, so it shows how well the content worked for the people who opened it.
What is a good email open rate?
It depends on the sector, the list, how opens are tracked and the base used, so a figure from elsewhere rarely compares fairly. The most useful comparison is with your own past campaigns, measured the same way.
Why are my open rates suddenly much higher?
Privacy features in some mail apps load messages automatically and record an open whether or not the person read it. Clicks are a steadier signal of interest, and the conversion rate calculator follows them through to sales.
How do I work out email campaign ROI?
Take the campaign's cost away from the revenue you credit to it, divide by the cost and multiply by 100. The result depends on your attribution rule and the costs you count; the ROI calculator handles other investments. This is not financial advice, so ask an accountant if the figure feeds a business decision.