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Newsletter Open and Click Rates

Calculate reported open, click and click-to-open rates from unique recipients in one send, with delivered counts and tracking limitations visible.

Use this result well

Inputs that matter
Recipients sent to, Recipients reported delivered, Unique reported openers, Unique reported clickers
Output to expect
Reported open rate
  • Check the units and required inputs before comparing results.
  • Keep the assumptions with a copied result so you can reproduce the calculation later.
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Reference & details

How it works

Reported newsletter open and click rates

Use deduplicated recipients from one send to compare reported opens and clicks with delivered messages. Keep tracking limitations and the denominator visible. Reported-recipient arithmetic, with no industry grade. Image blocking, privacy features, bots and provider inference affect observed opens and clicks. Click rate uses delivered recipients; click-to-open uses reported openers. If tracking definitions permit more clickers than recorded openers, the ratio can exceed 100%; reconcile definitions instead of calling it conversion.

Open rate = unique reported openers ÷ delivered × 100; click rate = unique reported clickers ÷ delivered × 100; click-to-open ratio = clickers ÷ openers × 100

Updated: September 2026

Example Scenarios

An arithmetic illustration using the values shown. Replace them with measurements or assumptions for your own scope.

Recipients sent to: 1000Recipients reported delivered: 950Unique reported openers: 190Unique reported clickers: 38

→ 20%

FAQ

Not necessarily. Privacy fetching, image blocking and automated activity can distort open tracking.

They use different denominators. Always name the measure when comparing results.

The click-to-open ratio is undefined. Delivered-recipient open and click rates are still shown.

About Newsletter Open and Click Rates

Use deduplicated recipients from one send to compare reported opens and clicks with delivered messages. Keep tracking limitations and the denominator visible.