Understanding  Click-to-open Rate (CTOR)

As a marketer or business owner, you want to measure the success of your email campaigns. One important metric to consider is the click-to-open rate (CTOR). In this post, we'll explore what CTOR is, why it's important, and how you can use it to optimize your email campaigns.

What is Click-to-Open Rate (CTOR)?

Click-to-open rate (CTOR) is a type of email engagement metric that measures the percentage of clicks generated from the number of unique opens in an email campaign. Essentially, CTOR shows how many people clicked on your call-to-action (CTA) after opening your email.

Why is CTOR Important for Campaign Performance?

Unlike open rate, which only measures if someone opened your email, CTOR shows how effective your email content and design were in encouraging recipients to take action. A high CTOR indicates that your email was engaging and persuasive enough for people to click on your CTA, leading to increased conversions and revenue.

How Can I Calculate CTOR?

To calculate CTOR, divide the number of unique clicks by the number of unique opens and multiply by 100. For example, if your email campaign had 1,000 unique opens and 200 unique clicks, your CTOR would be 20%.

How Can I Improve My CTOR for Conversion Rate Optimization?

To improve your CTOR and overall conversion rate optimization (CRO), consider these tips:

  • Optimize your email design: A visually appealing and easy-to-read design can increase engagement and CTR.
  • Write compelling subject lines: Your subject line should entice recipients to open your email in the first place.
  • Personalize your content: Personalized emails have a higher chance of resonating with recipients and encouraging them to take action.
  • Use clear and concise messaging: Avoid cluttered copy and focus on a clear and concise message that encourages action.
  • Test and iterate: Continuously test and iterate on your email campaigns to improve CTOR and overall CRO.

What's a Good CTOR?

The average CTOR varies by industry, but generally, a CTOR between 20-30% is considered good. However, what's considered good for one industry may not be the same for another, so it's essential to benchmark against your own past campaigns and industry averages.

How Does CTOR Compare to Other Email Metrics?

CTOR is just one of many email engagement metrics you can use to measure the success of your campaigns. Other important metrics include open rate, click-through rate (CTR), conversion rate, and revenue generated. By analyzing these metrics together, you can gain a better understanding of the overall effectiveness of your email campaigns.


  • "Email Marketing Rules: Checklists, Frameworks and 150 Best Practices for Business Success" by Chad S. White
  • "Email Marketing: An Hour a Day" by Jeanniey Mullen
  • "The Rebel's Guide to Email Marketing: Grow Your List, Break the Rules, and Win" by DJ Waldow
  • "Email Marketing Demystified: Build a Massive Mailing List, Write Copy that Converts and Generate More Sales" by Matthew Paulson
  • "Email Marketing Made Easy: How to Build an Email List Fast & Make Money In Your Sleep" by Dale Calvert
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