Click-to-open rate (CTOR) is a performance metric that compares the number of people who opened a marketing email to the number of people who click a link within that email.
Most businesses design email marketing campaigns to drive consumers to product or conversion pages through strategically placed links within the content.
The click-to-open rate (CTOR) metric evaluates the number of people who opened the email compared to the number who then clicked on a link within the email copy. This metric reveals insights about the effectiveness of email content in moving consumers closer to conversion.
To calculate click-to-open rate (CTOR), a business would divide the number of link clicks in an email campaign by the number of consumers who opened the email. Before sending the email, the business would typically set a key performance indicator (KPI) goal for the percentage they’d like to achieve. A “good” percentage varies depending on the industry and call to action (CTA) in the link.
Crafting accessible CTAs within skimmable content and effective visual design can help improve a business’ click-to-open rate (CTOR).