What is Click-to-Open Rate?

Click-to-open rate is a metric to measure the effectiveness of your email content because if your links, the layout, and the content are attention-grabbing, the recipients will want to click a CTA to learn more. CTOR leaves room for the interpretation between the number of people who opened the email and the number of people who opened and actually had an actual activity (click).

CTOR metric is calculated by the number of clicks divided by the number of opens.

Example. If there are 100 clicks and 180 opens of an email, its CTOR results in (55% (100/180)*100)


A good CTOR should be around 20%-30% depending on the industry and on the goal of the email campaign.

In order to obtain the best results and make the necessary improvements, you need to categorize your emails (newsletter, promotional, welcome etc.), then apply the metric separetely for each type.

Tips to Generate More Clickable Emails

  • Make your emails easily scannable,

  • Create a dynamic content with clear calls-to-action,

  • Design convincing and effective emails for conversion.

Click-Through Rate vs. Click-to-Open Rate

The difference between CTR and CTOR is slight, but crucial.

Let's explain both the difference and the importance through an instance;

  • Email A: 100 sent, 10 people opened, 5 recipients clicked.

CTR: 5% CTOR: 50%


Its overall performance is around 5%. The success of the content within the email is 50%.

  • Email B: 100 sent, 50 people opened, 10 people clicked.

CTR: 10% CTOR: 20%


Its overall performance is around 10%. The success of the content within the email is 20%.

A/B Split Test



Conversion Rate

Cost Per Click (CPC)

Email Blacklist

Email Header, Email Body, and Email Footer

Email Marketing

Email (List) Segmentation

Inbox Placement Rate


Single Opt-In and Double Opt-In

Increase Email Open Rates with Catchy Email Subject Lines/19 Proven TIPS to Get Your Emails Opened ncrease Email Open Rate: Email Marketing Guide For Beginners (2019) Lifecycle Benchmark for Email Marketing / Analyzed 1,387 Brands