Email Click-to-Open Rate Calculator
A metric that machine opens broke.
Open rates have been unreliable since Apple's Mail Privacy Protection began pre-fetching images, which marks messages as opened whether or not anyone read them. Treat opens as directional and make decisions on clicks and revenue.
Click-to-open rate
7.5%
3% click rate on delivered
Click-to-open was meant to isolate content quality from subject line quality. Machine opens broke that — the denominator now includes messages nobody saw, which pushes the ratio down and makes year-on-year comparisons meaningless.
How the Email Click-to-Open Rate Calculator works
Click-to-open was designed to isolate content quality from subject line quality. Machine opens broke that — the denominator now includes messages nobody saw, which pushes the ratio down and makes comparisons across years meaningless.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What is click-to-open rate?
Unique clicks divided by unique opens. It was meant to answer: of the people who opened, how many acted.
Why is it less useful now?
Because the denominator includes automated opens from privacy features. Those opens never click, so they drag the ratio down by an amount that varies with your audience's device mix.
Is it still worth tracking?
Within a consistent audience over a short period, it can still show relative content performance. Across years, or against benchmarks, it no longer means what it did.
What replaces it?
Click rate on delivered for engagement, and conversion rate on clicks for landing page quality. Between them they answer the same question without the corrupted denominator.