Email CTR is clicks divided by delivered emails. If 1,000 subscribers receive your email and 25 click a link, the click rate is 2.5%. Enter delivered emails as impressions above and clicks as clicks to get yours. Count each person who clicked once, since a click rate tells you how many delivered emails registered a click, not how many clicks there were.
How to work out your email CTR
Open the report for one send in your email platform. Copy the number of delivered emails into the impressions box and the number of unique clicks into the clicks box. The calculator divides one by the other and shows the click-through rate.
Then set a target CTR. At 1,000 delivered and 25 clicks you're on 2.5%. Type 5% as the target to see how many clicks those 1,000 emails would get at 5%, and the gain over your 25.
Use delivered emails, not sent. Bounced emails never reached anyone, so leaving them in pulls the rate down.
Click rate or click-to-open rate
Mailchimp treats click rate and click-through rate as the same metric. Click-to-open rate is a different one: clicks divided by unique opens. To get it here, put unique opens in the impressions box instead of delivered emails. The result reads higher, because only people who opened are counted.
Opens and clicks can both be inflated by bots, including Apple's Mail Privacy Protection. Mailchimp recommends excluding Apple MPP and other bot activity from your reports, so filter them out before you copy the numbers across. Definitions from Mailchimp's help and resources pages, read in October 2026.
What the calculator does not do
It doesn't connect to Mailchimp or any other email platform. You type the two numbers in. It doesn't remove bounces or bot clicks for you, and it doesn't know your industry's average. The numbers you type stay in your browser.
This cTR calculator is free with no signup. SearchBlueprint, who make it, sell SEO planning for websites: which searches each page should answer.