Click To Open Rate (CTOR)

What is Click To Open Rate?

Click To Open Rate (CTOR) is the percentage of unique clicks and unique opens for your email campaign. It is an effective measure of how compelling your content is relative to the quality of your target list. In other words, ensuring you have emailed the right audience and have presented them with a compelling call to action will increase your CTOR.


The global average of Click To Open Rate is 14.1%.

How to calculate Click To Open Rate

ƒ Count(Unique Clicks) / Count(Unique Opens)

Favourable trend

Up is positive

Complexity level:

Popularity: Used by 1 people

Date created: Feb 15, 2019

Latest update: Jul 03, 2019

Contributor:  Lisa Wester

Tell me more about this metric

Don't confuse this metric with the more commonly seen Email Open Rate, which is the percentage of recipients who opened your email or Click Through Rate (CTR), which measures the percentage of email recipients who then clicked on a link in the email.

This number indicates how effectively the email message performed and if it created a level of interest, demonstrated by the recipient clicking-through to learn more about the content within the email.

With email marketing, engagement and conversion data is used to determine if an email campaign is successful based on its goal. Measuring CTOR for all of your campaigns, testing different audiences, offers, and designs will help you improve.


An email campaign goes out to 1,000 recipients.
You achieve an Email Open Rate of 20%, which means 200 people now see the content of the email.
Because of your content, 50 people -- 25% -- click on a link. This is your CTOR.
Taking this one step further, you can now also calculate your Click Through Rate: 25 people of the initial list of 1,000 clicked through, giving you a CTR of 2.5%.

Metrics related to Click To Open Rate

Content Engagement
Emails Opened
Emails Clicked