What is the click to open rate (CTOR)?
The Email Click-to-Open Rate (CTOR) is a metric used in email marketing to measure the effectiveness of an email campaign. It is calculated by dividing the number of unique clicks by the number of unique opens and then multiplying by 100 to express it as a percentage.
The formula for Email Click-to-Open Rate
Simply divide the number of unique clicks by unique opens and multiple by 100.
(Unique Clicks / Unique Opens)×100
An indication of relevance
This metric provides insights into how engaging and relevant the content of an email is to the recipients who opened it. A higher CTOR indicates that a significant portion of those who opened the email also clicked on the links or calls-to-action within the message, suggesting a positive response to the content. Conversely, a lower CTOR may indicate that the content did not resonate well with the audience who opened the email.