MisarMailThe percentage of delivered emails that were opened. Calculated as (unique opens / delivered) × 100.
Good benchmark: 20–30% for most industries. Note: Apple Mail Privacy Protection (MPP) artificially inflates open rates for Apple Mail users — click rate is often a more reliable engagement metric.
The percentage of delivered emails that had at least one link clicked. Calculated as (unique clicks / delivered) × 100.
Good benchmark: 2–5%. Click rate is a stronger signal of engagement than open rate.
The percentage of people who opened the email AND clicked a link. Calculated as (unique clicks / unique opens) × 100.
Good benchmark: 10–20%. A low CTOR suggests your email content or CTA is not compelling, even though people are opening.
The percentage of sent emails that could not be delivered.
Target: Keep total bounce rate below 2%.
The percentage of delivered emails that resulted in an unsubscribe request.
Target: Below 0.5% per campaign. Higher rates signal content-audience mismatch.
The percentage of delivered emails marked as spam. This is the most damaging metric for deliverability.
Target: Below 0.1% (Google's published threshold).
Click any sent campaign to view:
Export campaign data as CSV from the analytics report page. Use this to build custom reports in spreadsheet tools or import into your CRM.