Subject areaMetrics and measurement
Click-to-open rate (CTOR) is the share of clicks calculated on opened emails only, rather than on all emails sent.
It measures how convincing the content is for those who already opened it, separating it from the effect of the subject line.
It is read alongside CTR (clicks over all emails sent) and open rate: a high open rate with a low CTOR means the subject line promises something the text does not deliver.
An example
A machine tool manufacturer sees that its technical newsletter has a good open rate but few clicks. CTOR shows the problem lies inside the message: the main link sat at the bottom after four paragraphs, and moved to the top it doubles the clicks.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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