Click-Through Rate Calculator
Calculate your email CTR, total click rate, and click-to-open rate (CTOR) to understand how engaging your email content really is.
Enter Your Campaign Data
Each subscriber counted once
Including repeat clicks
Required to calculate CTOR
Your Results
Unique CTR
—
Unique Clicks ÷ Delivered
Total CTR
—
Total Clicks ÷ Delivered
CTOR
—
Unique Clicks ÷ Unique Opens
Clicks per Opener
—
Total Clicks ÷ Unique Opens
CTR Benchmarks by Industry
| Industry | Unique CTR | CTOR |
|---|---|---|
| E-commerce | 1–3% | 8–12% |
| B2B / SaaS | 2–5% | 10–20% |
| Media / Publishing | 3–6% | 15–25% |
| Non-Profit | 2–4% | 10–18% |
| Retail | 1–3% | 8–15% |
How CTR & CTOR are Calculated
Unique CTR = (Unique Clicks ÷ Emails Delivered) × 100
Total CTR = (Total Clicks ÷ Emails Delivered) × 100
CTOR (Click-to-Open Rate) = (Unique Clicks ÷ Unique Opens) × 100
CTOR is a purer measure of content quality — it removes deliverability from the picture and focuses only on how many people who opened your email also clicked a link.
Understanding Email Click-Through Rate and What Drives It
Click-through rate (CTR) is the percentage of delivered emails that generated at least one click on a link. It sits one step deeper in the funnel than open rate — measuring not just whether your subject line grabbed attention, but whether your email body was compelling enough to prompt action. For most email programmes, CTR is the clearest signal of content relevance and call-to-action effectiveness.
Industry average CTRs typically range from 1.5% to 4% for marketing emails. Transactional and triggered emails — such as abandoned cart reminders or post-purchase follow-ups — generally outperform batch-and-blast campaigns significantly, sometimes exceeding 10%. If your CTR is below 1%, the issue is usually one of three things: a mismatch between subject line promise and body content, too many competing links diluting click intent, or a CTA that is not visually distinct or benefit-driven enough.
CTOR: The Metric That Tells the Real Story
Click-to-open rate (CTOR) is arguably more useful than raw CTR for diagnosing content quality. Because it measures clicks as a proportion of opens rather than total delivered emails, it strips out the influence of subject line performance and deliverability. A low CTOR means your content is not converting the engaged readers who already opened — this points to weak body copy, unclear CTAs, or an offer that does not resonate. A high CTOR with a low CTR usually means your open rates need work, not your content.
Practical Tips to Lift Click-Through Rate
Reducing the number of links in an email is one of the fastest ways to improve CTR. When readers face five different links, click intent fragments. A single, prominent CTA button with a clear benefit — "Download the report" rather than "Click here" — consistently outperforms multi-link layouts. Personalisation tokens, behavioural triggers, and mobile-optimised layouts (large touch targets, minimal scrolling) all compound over time.
Use this calculator to track your CTR, CTOR, and clicks-per-opener in one place, and build a historical record of what content types drive the most engagement for your audience.