Campaign input form
The page uses a single-column flow, while the form itself adapts to three columns on large screens, two on smaller screens, and one on mobile.
Example data table
| Campaign | Sent | Delivered | Unique Opens | Unique Clicks | Replies | Conversions | Open Rate | Click Rate |
|---|---|---|---|---|---|---|---|---|
| Product Launch | 12,000 | 11,760 | 4,822 | 1,058 | 74 | 198 | 41.00% | 8.99% |
| Monthly Newsletter | 8,500 | 8,330 | 2,916 | 475 | 38 | 66 | 35.01% | 5.70% |
| Retention Offer | 6,400 | 6,288 | 2,770 | 624 | 95 | 142 | 44.05% | 9.92% |
Formula used
Delivery Rate (%) = (Delivered ÷ Sent) × 100
Unique Open Rate (%) = (Unique Opens ÷ Delivered) × 100
Unique Click Rate (%) = (Unique Clicks ÷ Delivered) × 100
CTOR (%) = (Unique Clicks ÷ Unique Opens) × 100
Reply Rate (%) = (Replies ÷ Delivered) × 100
Conversion Rate (%) = (Conversions ÷ Delivered) × 100
Unsubscribe Rate (%) = (Unsubscribes ÷ Delivered) × 100
Complaint Rate (%) = (Complaints ÷ Delivered) × 100
Bounce Rate (%) = ((Hard Bounces + Soft Bounces) ÷ Sent) × 100
Positive component score = min((Actual Rate ÷ Target Rate) × 100, 100)
Penalty component score = 100 when actual is within the limit. If actual exceeds the limit, the score declines linearly toward zero.
Weighted Engagement Score = Sum(Component Score × Weight) ÷ Sum(All Weights)
How to use this calculator
- Enter campaign counts for sent, delivered, opens, clicks, replies, conversions, unsubscribes, complaints, and bounces.
- Set your own targets for positive actions such as opens, clicks, replies, and conversions.
- Set your acceptable risk limits for unsubscribes, complaints, and bounces.
- Adjust the weights to reflect what matters most for your marketing objective.
- Press the calculate button. The result block will appear above the form and below the header.
- Review the Plotly graph, benchmark table, and automatic insights.
- Export the calculated results as CSV or PDF for reporting.
FAQs
1) What is email engagement rate?
It is a combined view of how recipients interact with a campaign through opens, clicks, replies, and conversions. This version also considers unsubscribes, complaints, and bounces.
2) Why use delivered emails instead of sent emails?
Delivered email volume removes addresses that never received the message. That makes open, click, reply, and conversion rates more realistic for performance evaluation.
3) What is the difference between total and unique actions?
Total actions count every event, including repeats by the same person. Unique actions count each recipient once, which is usually better for campaign comparison.
4) Why is CTOR useful?
CTOR measures how many openers clicked. It helps separate subject-line performance from content performance and reveals whether the email body persuaded interested readers.
5) Why include penalties like complaints and unsubscribes?
Strong engagement can still hide list damage. Penalties keep the score balanced by accounting for recipient fatigue, poor targeting, or compliance problems.
6) How should I choose the weights?
Use larger weights for the actions that matter most to the campaign goal. For example, product launches may favor clicks and conversions, while nurture emails may favor opens and replies.
7) What score is considered good?
A good score depends on your targets. In this calculator, meeting your own benchmarks across key actions and staying within risk limits pushes the score upward.
8) Can I use this for benchmarking different campaigns?
Yes. Keep the same targets and weights, then compare campaigns using the weighted score, benchmark table, and individual rates for a fair view.