What is click-to-open rate?
Click-to-open rate, or CTOR, compares tracked unique clickers with tracked unique openers for the same email send. Divide unique recipients who clicked at least once by tracked unique openers, then multiply by 100. It is a tracking-based ratio rather than a precise share of people who read the message.
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How to calculate click-to-open rate
Divide tracked unique clickers by tracked unique openers for the same send, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
What click-to-open rate tells you
Click-to-open rate can help assess email content relative to recorded opening activity. It does not cleanly isolate content quality, because opens and clicks are tracked differently and the audience who opens depends partly on the subject line.
How it differs from click rate
Email click rate divides unique clickers by delivered emails. Click-to-open rate instead divides by tracked unique openers. Image blocking can hide opens from people who click, so tracked clickers need not be a subset of tracked openers and the ratio can exceed 100%.
Looking at both helps you tell whether a weak result comes from the subject line or from the email itself.
Limits to keep in mind
Some mail apps load images automatically, inflating opens, while security scanners can inflate clicks. Count each recipient once per send rather than summing unique clicks across links, filter identified bot activity where supported, and use click-to-open rate as a rough comparison alongside website sessions and conversions.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate click-to-open rate?
Divide tracked unique clickers by tracked unique openers for the same send, then multiply by 100. For example, 250 unique clickers from 2,000 tracked unique openers is a 12.5% click-to-open rate.
What is a good click-to-open rate?
There's no universal number, because it varies by industry, list, and email type. Compare your results with your own past emails and test changes to see what lifts it.
What's the difference between CTOR and CTR?
CTOR divides tracked unique clickers by tracked unique openers, while email click rate usually divides unique clickers by delivered emails. CTOR can help compare content, but missing opens and automated activity distort its denominator and numerator.
How can you improve click-to-open rate?
Make the email focused on one main action, put a clear button or link near the top, and match the content to what the subject line promised. Test one change at a time.
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