Click-to-open rate (CTOR) is a key email metric that shows how well your content and design is working. It’s calculated by dividing unique clicks by unique opens and multiplying by 100.
Along with other email metrics, this is a great way to measure subscriber interest and engagement once they’ve opened your email, especially since Apple’s Mail Privacy Protection is messing with open rate and CTOR data.
CTOR can help you refine your email marketing by identifying what content works and what doesn’t with your audience and identifying trends and patterns in your email engagement. This will allow you to make better decisions about your email campaigns.
How to calculate CTOR
Calculating CTOR is easy. You just divide unique clicks by unique opens and multiply by 100 to get a percentage. This will give you a clear idea of how many of your opened emails are getting a click.
Note: CTOR is based on unique clicks and opens not total clicks and opens. So if a subscriber opens your email multiple times or clicks on multiple links in your email those will be counted only once in the CTOR calculation.
CTOR Example
Let’s say you send an email to 1000 subscribers. 200 of them open the email and 50 of those who opened the email click on a link in it. To calculate the CTOR you would divide 50 (unique clicks) by 200 (unique opens) which is 0.25. Multiply that by 100 and your CTOR is 25%.
This means 25% of the subscribers who opened your email clicked on a link in it. Unlike CTR, which is based on the entire recipient list, CTOR helps you understand the engagement level among those who opened the email. This means your email content is working with your audience.
