Email Marketing Term
What is Click-to-Open Rate (CTOR)?
The percentage of email openers who click on a link, measuring content effectiveness.
Click-to-open rate (CTOR) is calculated by dividing unique clicks by unique opens. Unlike CTR, CTOR only measures those who actually saw your email content.
CTOR isolates content performance from subject line performance. A high open rate with low CTOR suggests your subject line works but content disappoints. A low open rate with high CTOR means great content but weak subject lines.
Average CTOR ranges from 10-15%. It's particularly useful for A/B testing email content and design elements.
Examples
- 200 clicks from 1,000 opens = 20% CTOR
- CTOR removes subject line influence from engagement metrics
Tips for Click-to-Open Rate (CTOR)
- ✓Use CTOR to evaluate email content separately from subject lines
- ✓A/B test email designs using CTOR as the metric
- ✓Compare CTOR across different email types
Related Terms
Click-Through Rate (CTR)
The percentage of email recipients who click on one or more links in an email.
Open Rate
The percentage of email recipients who open a specific email campaign.
Engagement Rate
A composite metric measuring how actively subscribers interact with your emails through opens, clicks, and other actions.
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