Email Open Rate Calculator
This email open rate calculator shows open rate, click-through rate and click-to-open rate in one panel, with sourced 2026 benchmarks and an honest note on why open rate is no longer the number to trust.
Analyze a data set (paste or upload)
Paste one row per campaign - delivered, opens and clicks, in that order. A label column is optional. Commas or tabs both work.
The three email formulas
This email calculator gives you the three numbers that matter in one place. Open rate = (opens / delivered) × 100, click-through rate = (clicks / delivered) × 100, and click-to-open rate = (clicks / opens) × 100. Enter delivered and opens for your open rate, then add clicks to also see CTR and CTOR. Use delivered, not the number sent, so bounces do not distort the figures.
Why open rate is broken now (Apple MPP)
Here is the honest, important caveat. Since Apple introduced Mail Privacy Protection, the mail app pre-loads tracking pixels and registers an open even when the recipient never reads the email. For lists with a lot of Apple Mail users, that inflates reported open rates by an estimated 15 to 20 points. The 2026 reported average is around 34 percent, but the real human open rate for most lists is closer to 20 to 30 percent. So treat open rate as a soft signal, useful for spotting big swings, not a precise gauge. The trustworthy numbers are click-through rate and click-to-open rate, because a click is a real action a pixel cannot fake. If you optimise one metric, make it CTOR.
What is a good email open rate, CTR and CTOR?
| Metric (2026 average) | Typical value |
|---|---|
| Open rate, reported (with Apple MPP) | ~33.9% |
| Open rate, real human (MPP removed) | ~20.7% |
| Click-through rate (CTR) | ~2.3% |
| Click-to-open rate (CTOR) | ~10% - 20% |
Source: Brevo 2026 Marketing Orchestration Benchmark, with HubSpot and Klaviyo 2026 email benchmarks. Last reviewed July 2026.
Industry changes the picture a lot. Government and public-sector lists report open rates near 34 percent while ecommerce sits closer to 15.5 percent, and on clicks, legal, manufacturing and media tend to lead at around 4 to 5 percent. Judge yourself against your own sector, not the global blend.
How to use this calculator
- Enter emails delivered (not sent, so bounces are excluded).
- Enter opens for your open rate.
- Add clicks to also get CTR and click-to-open rate.
- Read the verdict, and lean on CTR and CTOR over open rate.
Use the Analyze panel to paste a batch of campaigns and compare them at a glance. Inputs are saved on this device, and Share copies a link with your numbers built in.
Beyond the three rates
Open rate, CTR and CTOR tell you how a send performed, but two numbers underneath them shape everything. Deliverability decides whether your email reaches the inbox at all, and a rising bounce or spam-complaint rate quietly drags every other metric down before you notice. List health matters just as much: a smaller, engaged list beats a large, stale one on every rate here, because inactive subscribers dilute your opens and clicks and erode your sender reputation. So if your rates are sliding, clean the list and check deliverability before you touch the subject line, because the best email in the world earns nothing from an inbox it never reaches.
Frequently asked questions
What is a good email open rate?
Reported averages sit near 34 percent in 2026 including Apple MPP, but the real human rate is closer to 20 to 30 percent. Compare within your industry and weight clicks more than opens.
How do you calculate open rate, CTR and CTOR?
Open rate is opens over delivered, CTR is clicks over delivered, and CTOR is clicks over opens. Multiply each by 100.
Why are open rates unreliable?
Apple Mail Privacy Protection pre-loads tracking pixels and logs opens nobody made, inflating the number by 15 to 20 points. Clicks cannot be faked that way, so CTR and CTOR are more trustworthy.
What is click-to-open rate?
CTOR is clicks divided by opens. It measures how compelling your content is to people who opened, stripping out subject-line and deliverability effects.
Delivered or sent?
Use delivered. Sent includes bounces that never reached an inbox, which would understate your true rates.
Related calculators
Next step: Next in the funnel: beyond opens, are your clicks converting? Check your conversion rate.
Work the rest of the funnel with the conversion rate calculator, CTR calculator, ROAS calculator, engagement rate calculator, churn rate calculator, average order value calculator, and the ecommerce conversion benchmarks.