Click-to-Open Rate (CTOR)

What is it?

What is it?

Click-to-Open Rate (CTOR) is a metric in email marketing that measures the effectiveness of the email content by comparing the number of clicks on links within the email to the number of opens. It is calculated by dividing the number of unique clicks by the number of unique opens, then multiplying by 100 to get a percentage. CTOR offers insight into how engaging and compelling the email content and design are for those who open the email.

Key points to remember

Key points to remember

  • Assesses Content Engagement: CTOR evaluates how well the email content performs in terms of engaging readers and motivating them to take action.

  • Different from CTR: Unlike CTR, which looks at clicks to the total number of emails delivered, CTOR focuses only on those who have opened the email.


  • Improvement Through Design and Content: Enhancing email design, message clarity, and CTAs' relevance can improve CTOR.


  • Useful for A/B Testing: CTOR is particularly useful for testing different versions of email content and design among segments of your audience who open the emails.


  • Indicates Email Value: A high CTOR suggests that the email provides value to those who open it, encouraging further engagement.

Example of Use

Example of Use

  1. Content Strategy Refinement: After observing a low CTOR in their campaign, a marketing team revises their email content strategy to include more targeted and personalized messages, resulting in a higher CTOR in subsequent campaigns.


  2. Design Optimization: A brand conducts A/B testing with different email layouts and uses CTOR to determine which layout leads to more engaged actions from the recipients who opened the emails.

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