Click-to-Open Rate
The percentage of email openers who clicked a link.
Formula
The percentage of email openers who clicked a link.
Calculate it: Email Marketing ROI Calculator
Why It Matters
CTOR isolates email content effectiveness from subject line performance. If your open rate is high but CTOR is low, your subject line worked but the email content didn't deliver. This metric helps you diagnose where to focus optimization—subject lines or email body.
Formula
Practical Example
Scenario
A pet supplies brand sees 8,000 opens and 800 clicks on a new product launch email.
Calculation
800 ÷ 8,000 × 100 = 10% CTORResult
With a 10% CTOR (above the 8-10% benchmark), the email content is resonating well. They replicate the email structure—hero product image, benefit-focused copy, single CTA—in future launches.
Pro Tips
- 1Aim for 10-15% CTOR for campaigns, 15-25% for flows
- 2If CTOR is low but open rate is high, your subject line overpromised—align content with subject
- 3Test image-to-text ratio—some audiences prefer image-heavy, others prefer text-focused emails
- 4Personalize email content (not just subject lines) to boost CTOR
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
Free Calculator
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7.7x blended return at scale — seven figures attributed, across five straight quarters · Modern Prairie · Apr 2025–Jun 2026 Read the Modern Prairie case study
