Email Campaign Metrics Calculator

How it works

Delivered = sent − bounced; open rate = unique opens ÷ delivered; CTR = unique clicks ÷ delivered; CTOR = clicks ÷ opens; unsubscribe / complaint rate = ÷ delivered; conversion = orders ÷ clicks; revenue per email = revenue ÷ delivered; ROI = (revenue − cost) ÷ cost

Email metrics are ratios, and the denominator matters: rates are quoted against delivered mail, not sent, so that a bad list does not flatter the creative. Open rate measures the subject line and sender reputation but has become noisy since Apple Mail Privacy Protection pre-loads tracking pixels, so click-to-open rate — clicks among those who opened — is the cleaner read on content. Click-through rate ties the whole message to action, conversion rate to the landing page and offer, and revenue per email to money, the number that makes campaigns comparable regardless of list size. The negative signals are the ones that protect future campaigns: bounces above about 2% and complaints above 0.1% (mailbox providers now enforce hard limits near 0.3%) damage deliverability for every send that follows, and unsubscribe spikes usually mean you are mailing too often or to the wrong people.

Worked example

50,000 sent with 600 bounces (1.2%) reaches 49,400 inboxes. 11,200 opens is a 22.7% open rate; 1,480 clicks give a 3.0% CTR and 13.2% click-to-open. 210 orders (14.2% of clicks) worth $14,700 make $0.30 per email — $298 per thousand — and a 1,533% return on the $900 campaign; 95 unsubscribes (0.19%) and 6 complaints (0.012%) are within healthy limits.

Frequently asked questions