CTOR is the acronym for Click-To-Open Rate. It is used to calculate the percentage of people who opened an email and then went on to click a link within it. CTOR is a useful measure of how interesting the content of an email is, specifically in relation to the subject line and preview text of that email.
- CTOR is the result of clicks on any link in an email, meaning it is essentially many CTRs combined.
- People who have opened an email are already ‘open’ to the message within the email. This makes CTORs generally much higher than CTRs in other types of digital marketing.
Note: Opens are specified, as it could instead be Click-To-Delivered Rate (for example). By using Opens, the Click-To-Open Rate is examining whether anyone who had the chance to click, did in fact click.
This is the Click-To-Open Rate Equation:
Click-To-Open Rate = Total Clicked x 100 ÷ Total Opens
Since the iOS15 update, Apple Mail opens all emails and also removes the tracking on all link clicks from emails. This has a doubly negative effect on CTOR as it increases the opens, but also reduces the attributed clicks.
Apple Mail has a market share of about 12%, so while the effects may be limited it is likely you will notice them in your results.
7 Ideas & Facts About CTOR
- Click-To-Open Rate is a way to measure how interested people are in the content of an email (in relation to the subject line and preview text).
- CTORs take into account any unique click on *any* link within an email, meaning it is essentially many CTRs combined.
- When someone clicks a link in an email, they must have already opened that email! This means they have already shown interest in the email, and this is why CTORs are often so high.
- As Click-To-Open Rate is related to the number of times an email is opened, a low Open Rate can inflate your CTOR. Due to this you always need to monitor Open Rate and CTOR together.
- While clicks are nice, conversions are always more important. Conversion Rate is, therefore, a much better measure than Click-To_Open Rate for success.
- CTR counts all clicks. CTOR counts all clickers (as in people who have clicked – not multiple clicks per person).
- Smaller batches of emails often have higher Click-To-Open Rates as they can be more targeted and personalised.
Other Names for CTOR (synonyms)
Clicks per unique opens