Click-to-open rate (CTOR) is the percentage of people who opened an email and then clicked a link, calculated as unique clicks divided by unique opens.
In depth
Click-to-open rate isolates how compelling your email is once opened, removing the subject line’s influence. A healthy CTOR often falls in the 10 to 15 percent range. Because it depends on opens, it inherits some of open rate’s post-Apple-MPP unreliability, but it remains useful for comparing creative and content. Improve it with relevant offers, clear CTAs and scannable layouts.
Example
If 2,000 people open and 240 click, CTOR is 12 percent.
Related terms
See our full email marketing glossary or the complete email marketing guide.