Click-to-Open Rate (CTOR) Calculator

Most marketers track the performance of their email marketing using open rates and click- through rates. However, there is another useful tool to offer deeper insights: the Click-to-Open Rate (CTOR).

What Is Click-to-Open Rate (CTOR)? 

Click-to-Open Rate measures the percentage of people who clicked on a link after opening your email. CTOR focuses solely on those who actually opened your email, unlike with traditional click-through rate (CTR) which takes into account total recipients. CTOR provides a better picture of how appealing your content and call-to-action are. 

The formula is: (Unique Opens / Unique Clicks​) × 100 

Lets say, the total number of emails opened are 3,000 and the number of people who clicked a link in the email is 500.

Your CTOR would be 3,000 / 400 x 100 = 15%

Why CTOR Matters

Subject lines and sender names have quite a huge impact on open rates, whereas content and delivery impact click-through rates. In contrast, CTOR specifically measures the performance of the content, which help to answer: 

 “If someone opens an email, are they willing to take action?”

A high CTOR is a positive indicator that your design, message, and CTAs are resonating with your users.

What’s a Good CTOR?

There are different benchmarks for various industries, but a good rule of thumb is: 

  • 10–15% – Average
  • 15–20% – Strong
  • 20%+ – Excellent

Improve your CTOR

If you’d like to increase your CTOR, here are some good tips to follow:

  • Boost opens and clicks: Test subject lines and preview text
  • Simplify Design: Modify design to prioritize key actions
  • Compelling CTAs: In order to get more clicks
  • Personalise Content: Increase engagement via list segmentation 

Final Thoughts

So how would you know if your emails are up to the mark? Click-to-Open Rate Calculator can provide you with useful insights and you can use it to assess and optimize your content.