What is the Click-to-open rate (CTOR)?
Click-to-open rate, or CTOR for short, is a metric for tracking an email campaign’s performance.
How to calculate CTOR?
You can calculate CTOR by using this formula:
CTOR: unique clicks/unique opens * 100
For example, if an email receives 50 clicks and 150 opens, CTOR is 33%.
CTOR: 50/150 * 100 = 33%
What is the difference between CTOR and CTR?
The click-through rate (CTR) measures the percentage of people who clicked on at least one link in your email out of the total emails delivered.
On the other hand, CTOR calculates the percentage of people who clicked on at least one link out of the total opened emails.
CTR formula is: unique clicks/total email delivered * 100
CTOR: unique clicks/unique opens * 100
For example, if you sent out 3000 emails (and all were delivered) and got 300 unique clicks and 500 unique opens. Your CTR is 10%, and your CTOR is 60%.
So, CTR can be misleading since low open rates will correlate with low click-through rates. But your open rates could be because of bad timing, poor subject line, or something else. However, that doesn’t mean that your content or CTA is bad.
What is the average click-to-open rate?
Generally, a good CTOR ranges between 20% and 30%. But, it is best to compare it with your industry average.
How to increase CTOR?
To increase CTOR, try the following:
- Incorporating more personalization
- Providing persuasive CTA
- Writing attention-grabbing subject lines
- Segmenting your lists
