Plug in your campaign numbers and instantly compute open rate, click-through rate, CTOR, conversion, and ROI. Compare against industry averages.
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How your email KPI stack up against the average in 2026.
| Metric | Your Result | Industry Avg. | Good Range |
|---|---|---|---|
| Open Rate | — | 18.0% | 15% – 30% |
| Unique Open Rate | — | 14.0% | 12% – 25% |
| Click-Through Rate (CTR) | — | 2.3% | 2% – 5% |
| Click-to-Open Rate (CTOR) | — | 14.0% | 10% – 22% |
| Conversion Rate | — | 1.8% | 1.5% – 4% |
The three KPIs that drive email revenue.
Open rate measures how well your subject line and sender reputation perform. Average: 18% B2B, 14% B2C newsletters. Below 10% needs list hygiene or IP warmup.
CTR measures how well your email body and CTA resonate. Average: 2.3% across industries. A strong email should hit 3–5% CTR; anything above 8% is elite content.
CTOR isolates email body content quality from subject-line quality. Average: 10–18%. A high CTOR means once subscribers open your email, your content converts — a clean signal that your subject line is the bottleneck.
A typical e-commerce promotional blast vs a nurturing newsletter.
| Campaign | Sent | Opens | Clicks | Conv. | CTR | Revenue | ROI |
|---|---|---|---|---|---|---|---|
| Black Friday Promo | 25,000 | 6,250 | 1,125 | 220 | 4.5% | $22,000 | 1,100% |
| Weekly Newsletter | 12,000 | 2,880 | 420 | 65 | 3.5% | $6,500 | 650% |
| Winback / Re-engagement | 8,000 | 1,200 | 180 | 32 | 2.3% | $3,200 | 480% |
| Welcome / Onboarding Seq. | 4,500 | 2,250 | 560 | 85 | 12.4% | $8,500 | 1,400% |
| NPS Survey (Low-Prio) | 30,000 | 3,600 | 180 | 12 | 0.6% | $0 | −100% |
Top questions about email KPIs and campaign performance.
A good email open rate in 2026 averages 18–25% for B2B and 14–22% for B2C newsletters. Welcome emails and transactional emails often hit 30–50%. Anything below 10% typically means list hygiene problems (bought list, missing double opt-in) or poor sender reputation (low IP warmup, high spam complaints).
CTOR = (Clicks / Opens) × 100. Industry average is 10–18%. CTOR is more useful than raw CTR because it isolates subject-line performance from content performance. If CTOR is high but CTR is low, you have a subject-line problem. If CTOR is low, your body copy and CTA need work.
Email ROI = ((Revenue − Cost) / Cost) × 100. If the only cost is your ESP and design/copywriting time, a $500 campaign generating $4,000 in revenue returns 700% ROI. Average email marketing ROI in 2026 is $42 return per $1 spent — the highest of any digital channel, which is why email still dominates DTC and SaaS onboarding budgets.
Opens counts every time an email is opened (including re-opens). Unique Opens counts each subscriber only once. A ratio of 1.3× (opens = 130% of unique opens) is healthy; above 1.6× suggests high-quality content being revisited — a signal you should double down on that content format.
Six proven levers for higher email CTR: (1) Single, clear CTA above the fold; (2) Bullet-list scannable content; (3) Personalized dynamic content using first-name and segment data; (4) Time-of-day sending based on subscriber timezone; (5) Two-step subject-line preheader testing (preheaders lift open rate 5–15%); (6) List hygiene — remove subscribers who haven't opened in 6+ months.
Highest email conversion rates in 2026: Non-profit fundraising (3.4%); B2B SaaS (2.9%); E-commerce apparel (2.5%); Travel & hospitality (2.2%); Beauty & personal care (2.0%); Publishing & media (1.4%). Average across industries sits at 1.8% — use our calculator to see how your campaigns stack up.
Email CPA = Total Cost of Campaign / Number of Conversions. Total cost includes ESP subscription, copywriting, design, list rental, and promotion spend. CPA of $15–$30 is typical for DTC; B2B SaaS CPA from email nurture is $150–$350. Compare CPA against your AOV and LTV — if CPA < 30% of LTV, the campaign is a keeper.