What Is CTOR? Learn All About Click-to-Open Rate in This Beginner’s Guide

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6 min. read
Matthew Gibbons
Matthew Gibbons
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Senior Data & Tech Writer
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What is click-to-open rate (CTOR)? CTOR is a fantuan database of how many unique users opened an email. CTOR is measured using the following formula: (CTR) / (Open rate) x 100%.


Keep reading to learn more about CTOR!

Email marketing is an excellent strategy for reaching your target audience. In particular, it’s fantastic for remarketing, where you send emails to people who have previously visited your website.

But for your email marketing to succeed, you need to pay attention to your campaign metrics.

Email metrics help you see how your campaigns perform. How many people receive your emails?


Of those, how many open them, and how many convert? The answers help you determine what’s working and what you can improve.

However, one of the most valuable email metrics to track is one of the least well-known ones: Click-to-open rate (CTOR). It’s an excellent metric to view alongside other metrics like click-through rate (CTR).


But what is CTOR?


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What is CTOR?
Click-to-open rate (CTOR) is an email marketing metric that measures the number of clicks your emails earn relative to the number of opens.

Essentially, CTOR is a ratio of two other metrics — CTR and open rate. CTR measures the number of clicks your emails earn, while open rate measures how many people open the emails. CTOR compares the two to see what percent of people who open your emails also click.