Click-To-Open Rate: What it is, How to Calculate it + Tips

Confused about click-to-open rate? Let us break it down for you and provide tips on improving this important metric for your email campaigns.
Email marketing is one of the most effective ways to reach potential customers and build long-term relationships.

But how do you know if your email campaign is doing well?

One important metric to consider is Click-To-Open Rate (CTOR).

CTOR measures the percentage of people who clicked an email after opening it, providing valuable insights into how engaging your content is.

In this blog, we’ll dive deeper into CTOR, why it’s important, how to calculate it, and tips to optimize your CTOR.

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

Click-To-Open Rate (CTOR) is a metric used in email marketing to measure the effectiveness of an email campaign by calculating the percentage of recipients who clicked on a link within an email, relative to the number of recipients who opened that email.

In other words, CTOR is the ratio of unique clicks to unique opens.

This metric is more valuable than Click-Through Rate (CTR) or Open Rate because it focuses on how engaged readers interact with your content.

Why is Click-To-Open Rate Important?

Click-To-Open Rate (CTOR) is a crucial metric in email marketing because it offers insights into the effectiveness of email content for the audience who took the initial step of opening the email.

A higher CTOR means that the content resonated well with recipients, as a significant percentage found it convincing enough to click on the included links.

This metric provides a more refined understanding of audience engagement compared to broader metrics like Click-Through Rate (CTR), allowing marketers to customize their content strategies to the preferences of specific audience segments.

Analyzing CTOR also serves as a valuable optimization tool. A lower CTOR suggests potential areas for improvement in email content, design, or calls-to-action.

Marketers can use this information to refine their campaigns, ensuring that subsequent emails are more engaging and better aligned with the expectations and interests of their audience.

What is a Good Click-To-Open?

A good Click-To-Open Rate (CTOR) can vary depending on factors such as industry, audience, and the type of email campaign.

However, as a general guideline, a CTOR in the range of 10% to 25% is often considered healthy. This means that out of the people who opened the email, a percentage within this range also clicked on one or more links.

It's important to note that the definition of a "good" CTOR can differ based on the goals of the email campaign. For content-driven newsletters or informational emails, a higher CTOR may be expected as recipients are encouraged to engage with the provided links.

Contrarily, for promotional emails or those with a specific call-to-action, a lower CTOR might still be considered acceptable if the primary goal is achieved, such as making a purchase or completing a form.

Ultimately, what constitutes a good CTOR for a particular campaign should be assessed in the context of the campaign's objectives and industry benchmarks.
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CTOR vs. CTR vs. Open Rate

Click-To-Open Rate (CTOR), Click-Through Rate (CTR), and Open Rate are three key metrics in email marketing that provide insights into different aspects of campaign performance:

CTOR - Click-To-Open Rate

  • Definition: Click-To-Open Rate is the percentage of recipients who clicked on one or more links in the email, relative to the number of unique opens. It focuses specifically on engagement among those who opened the email.

  • Formula: CTOR=(Unique Opens/Unique Clicks)×100

  • Purpose: CTOR provides insights into the effectiveness of the email content for those who opened it. It helps measure the relevance and appeal of the content to the engaged audience.

CTR - Click-Through Rate

  • Definition: Click-Through Rate is the percentage of recipients who clicked on one or more links in the email. It is calculated by dividing the number of unique clicks by the number of delivered emails and then multiplying by 100.

  • Formula: CTR=(Delivered Emails/Unique Clicks)×100

  • Purpose: CTR measures the overall engagement with the email, showing the proportion of recipients who took the desired action by clicking on links.

Open Rate

  • Definition: Open Rate is the percentage of delivered emails that were opened by recipients. It is calculated by dividing the number of unique opens by the number of delivered emails and then multiplying by 100.

  • Formula: Open Rate=(Delivered Emails/Unique Opens)×100

  • Purpose: Open Rate indicates how many recipients found the email interesting enough to open. However, it doesn't measure what they did after opening.

How to Calculate Click-To-Open Rate?

The Click-To-Open Rate (CTOR) is calculated by taking the number of unique clicks in an email and dividing it by the number of unique opens, then multiplying the result by 100 to express it as a percentage.

Here is the formula:

CTOR=(Unique Clicks/Unique Opens)×100

To break it down:

  • Count Unique Clicks: Identify the total number of unique clicks in your email campaign. Each click should be counted only once per recipient.

  • Count Unique Opens: Determine the total number of unique opens for the same email campaign. Unique opens mean counting each recipient only once, regardless of how many times they opened the email.

  • Calculate Click-To-Open Rate: Apply the formula by dividing the number of unique clicks by the number of unique opens and then multiplying by 100 to get the percentage.

For example, if an email had 200 unique opens and 50 unique clicks, the CTOR would be calculated as follows:

So, in this example, the Click-To-Open Rate would be 25%.

This metric provides insights into how engaging the content is for those who opened the email, helping marketers evaluate the effectiveness of their email campaigns.

5 Tips to Optimize Click-To-Open Rate (CTOR)

Tips to Optimize Click-To-Open Rate (CTOR)

1- Personalize Content

Personalization is a powerful tool for increasing CTOR. Utilize dynamic content and personalization techniques to tailor your emails to the specific interests and characteristics of your recipients.

Segment your email list based on demographics, location, past behavior, or other relevant factors. Deliver targeted messages to capture the attention of your audience and encourage them to click through.

2- Use Clear Call-to-Actions

The clarity of your CTAs plays a crucial role in CTOR.

Ensure that your CTAs are prominent, well-designed, and feature action-oriented language. Make it easy for readers to understand what action you want them to take.

Whether it's making a purchase, signing up for an event, or exploring more content, a clear CTA can significantly improve click-through rates and, consequently, CTOR.

3- Optimize Preview Text

Often overlooked, the preview text can influence whether an email gets opened.

Craft compelling preview text that provides a glimpse of the value or intrigue awaiting the reader.

This small snippet, visible in the inbox next to the subject line, can entice recipients to open the email, ultimately contributing to a higher CTOR.

4- Clean Your Email List Consistently

A healthy email list is essential for optimal CTOR. Periodically clean your list by removing inactive subscribers who haven't engaged with your emails for an extended period.

This not only improves your email marketing metrics but also ensures that you're reaching an audience genuinely interested in your content.

A more engaged audience is likely to click on your emails, positively impacting your CTOR.

5- Build Trust with Consistent Branding

Consistent branding across your emails encourages trust with your audience.

Maintain uniformity in design, tone, and messaging to create a cohesive brand identity.

A consistent brand experience contributes to improved engagement and makes your brand more memorable.

When recipients trust and recognize your brand, they are more likely to open your emails and interact with the content, positively impacting your CTOR.


Click-To-Open Rate is a valuable metric for measuring the effectiveness of your email campaigns, so by understanding what CTOR is, why it’s important, and how to improve it, you’ll be able to optimize your email marketing strategy and drive better results.

Personalize your content, use clear CTAs, optimize preview text, clean your email list consistently, and build trust with consistent branding, to improve your CTOR and create more engaging email campaigns that resonate with your audience.

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