Free tool
Email metrics calculator
Put in the raw counts from a send and get every rate back, calculated the way an ESP calculates them — on delivered rather than sent. Open-based figures are labelled as directional, because they are. Free, no account, runs in your browser.
Every rate on the right divides by delivered, not sent — except bounce rate, which divides by sent. A send that bounced 200 of 1,000 never reached 1,000 people, and using the bigger number understates everything.
Results
982 delivered
- Delivery rate
- 98.2%
- Open ratedirectional
- 42.0%
- Click rate
- 9.78%
- Click-to-opendirectional
- 23.3%
- Reply rate
- 3.46%
- Bounce rate
- 1.80%
- Unsubscribe rate
- 0.31%
Delivered ÷ sent. Below 95% and the list needs cleaning before anything else is worth reading.
Opens ÷ delivered. Directional only — privacy proxies pre-fetch the pixel, so this is inflated by an amount you cannot measure.
Clicks ÷ delivered. A real action, and the first number to trust.
Clicks ÷ opens. Says something about the message rather than the list — but inherits the open-rate caveat.
Replies ÷ delivered. For one-to-one sales email this is the number that predicts revenue.
Bounces ÷ sent. Past 2% mailbox providers start treating the sending domain as careless.
Unsubscribes ÷ delivered. A spike here is usually targeting, not copy.
Why delivered, not sent
A send of 1,000 that bounced 200 reached 800 people. Dividing opens, clicks and replies by 1,000 understates every one of them, and it understates them by an amount that grows exactly as list quality falls — so the metric flatters you least when you most need it to be accurate.
Bounce rate is the exception and divides by sent, because that is how mailbox providers and every ESP report it. A bounce rate that disagrees with the number in your sending tool is worse than not calculating one.
Which of these numbers you can trust
Clicks and replies are real. Someone did something. They are the two figures worth setting a target against, and reply rate in particular is the one that predicts revenue for one-to-one sales email.
Opens are directional. An open is recorded when a tracking pixel loads, and a lot of pixels load without a person: Apple Mail Privacy Protection pre-fetches images for every message it receives, Gmail proxies and caches them, and security gateways click and load everything before delivery. None of that is a human reading your email.
That does not make opens useless — a template whose open rate collapses relative to the others is still telling you something about the subject line. It makes them a trend rather than a count. The long version is here, with the four mechanisms and what to measure instead.
Deliberately no industry benchmark.The colour coding here uses wide, stated bands, not a single “average B2B open rate”. A precise-looking benchmark across every industry, list size and list age is a made-up number, and this site does not publish those.
Or have this calculated for you
Lightng reports all of these per template and per sending address, from mail sent out of your own mailbox — with the same caveats on opens, stated in the product.