What is click-to-open rate (CTOR)?

CTOR stands for click-to-open-rate. It shows you how many people clicked the links in your email out of the group that opened them. We calculate CTOR by taking the number of unique clicks, dividing them by the number of unique opens, and then multiplying by 100 to show the result as percentage. This is why, when checking how effective your mailings are, use CTOR to measure that.

Why should I pay attention to CTOR?

CTOR helps you determine if your email design, content, and links are interesting to your subscribers. If they are interesting, your subscribers will want to engage with your emails and take the next step. A well-designed message will have a click-to-open rate anywhere between 8-13% as indicated by our Email Marketing Benchmarks report.

What if my CTOR is low?

If your messages are being opened but CTOR is low, make sure that: 

  • Your links are correct and working.
  • Call-to-Action (CTA) are properly exposed and visible.
  • You send your email to the right list or segment.
  • You send high-quality email content.