Join the waitlist

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

How Do Click-To-Open Rates Work in Email Marketing?

In the competitive world of digital marketing, understanding how your strategies are performing is crucial. Among the many email campaign metrics used to gauge success, open rates for emails stand out as an essential measure, especially in email marketing. But there's more to this picture. Click-to-open rate (CTOR) plays an important role in evaluating the effectiveness of your email campaigns. 

Let's delve into what CTOR is, how it differs from click-through rates, and how you can optimize it.

What is click-to-open-rate?

Click-to-open rate, or CTOR, is a vital metric that goes beyond mere open rates for emails. It's an in-depth analysis that provides insight into the effectiveness of your email content. Let's explore this concept in detail.

How CTOR works in your email marketing?

How Do Click-To-Open Rates Work in Email Marketing?

Click-to-open rate assesses how email recipients interact with your email content once they have opened it. While open the rate tells you that a recipient has viewed your email, CTOR measures whether the content inside is engaging enough to prompt a click.

Understanding CTOR is akin to peering into the reader's mind, seeing what engages them and what doesn't. It's a crucial metric for marketers to determine how their emails perform beyond the initial open. A high CTOR means your email campaign attracted readers and provided them with content valuable enough to take further action.

What is the average open rate for email marketing?

When discussing the open rate for marketing emails, it's essential to recognize that averages can vary widely across different industries. For instance, a B2B email campaign might have a different open rate compared to a retail newsletter. CTOR adds depth to this understanding, with a typical good rate falling between 20% and 30%.

Understanding your specific industry benchmarks and how your campaigns compare is vital in assessing your success. It's not just about hitting an average but excelling within your unique market context.

What is a good open rate for email?

While the open rate can provide some insights into how well your email marketing is performing, they only tell part of the story. A good open rate might vary based on factors such as the time of sending, subject line effectiveness, and the relevance of the content to the target audience.

When combined with CTOR, however, you begin to see a more comprehensive picture. If you have a high open rate but low CTOR, it might indicate that the subject line effectively draws people in, but the content fails to engage them further. Understanding both metrics allows you to tune your subject line and content strategies finely.

How to calculate click to open rate?

Calculating the click-to-open rate is a simple yet powerful process. You can find the CTOR percentage by taking the unique clicks and dividing by the unique opens, then multiplying by 100. 

For example:

CTOR: (100/150) x 100 = 66%

This simple calculation allows you to gauge how engaging your content was to those who opened the email. If 66% of those who opened the email also clicked on something inside, you know that most readers found something of interest or value.

In essence, CTOR is a critical measure that can reveal the effectiveness of your email content, guiding you in making more informed and strategic marketing decisions.

Tips to Improve Your CTOR

Improving CTOR doesn't just happen overnight; it requires thoughtful strategies, continuous effort, and adaptation. 

Let’s look at a few tips that can significantly elevate your click to open rate:

1) Understand Your Audience

Understanding your audience is the foundation of effective email marketing. Identify your readers' preferences, pain points, and needs. Utilize segmentation to send targeted messages. Engage with your audience through surveys or direct communication to better understand what they value. 

By knowing what resonates with your audience, you can provide content that they find relevant and intriguing.

2) Incorporate More Personalization

Personalization goes beyond merely using a recipient's name. It's about tailoring content to individual preferences and previous interactions. This may include offering products similar to what they have browsed before or acknowledging previous purchases. By delivering content that feels custom-made, you enhance email engagement, build trust, and boost your click to open rate.

3) Optimize Your Subject Line

Your subject line is the first impression of your email. Create one that sparks curiosity, aligns with your content, and speaks to your audience's interests. Utilize A/B testing to find the most effective subject lines. Avoid words that trigger spam filters. A well-crafted subject line can significantly impact both open rates and click to open rate.

4) Provide Persuasive CTAs

A well-designed Call to Action (CTA) can lead readers to the desired steps, such as purchasing or signing up for a webinar. Be clear about what you want the reader to do. Use concise, action-oriented language and design your CTAs to stand out. Placing them strategically within your email and creating a sense of urgency can further enhance their effectiveness.

5) Review Your Results

Monitoring and analyzing your email's performance is vital for continuous improvement. Regularly assess key metrics, such as open rates, click-through rates, and click to open rate. Identify patterns and trends to find what's working and where you can enhance. Use A/B testing to experiment with different elements. By closely monitoring your results, you can adjust your strategies accordingly and optimize your email campaigns for success.

Implementing these practical and data-driven tips can help you increase your click to open rate, leading to more engaged recipients and a higher conversion rate. Understanding your audience, personalizing content, optimizing subject lines, crafting persuasive CTAs, and continually reviewing your results can elevate your email marketing efforts to new heights.


Understanding the distinction between click-to-open rate (CTOR) and click-through rate (CTR) in emails is essential for accurately assessing your campaigns.

What is CTOR?

CTOR, or click-to-open rate, measures the percentage of clicks from those who opened your email. It focuses on the value and relevance of your content to those who have already shown initial interest by opening the email. CTOR can provide deep insights into how engaging your email content is, allowing you to understand what resonates with readers. For example, a high CTOR indicates that recipients found the content valuable enough to interact with, whereas a low click to open rate might mean that the content did not meet their expectations.

What is CTR?

CTR, or click-through rate, is a broader metric that measures the percentage of clicks from your entire recipient list, regardless of whether they opened the email or not. While it can give an overview of engagement, it can also be misleading. 

Low open rates can correlate with low click-through rates without necessarily reflecting the quality or relevance of your content. For instance, a low open rate due to an ineffective subject line may lead to a low CTR, even if the content inside the email is excellent.

Why Both Metrics Matter?

Comparing and analyzing both CTOR and CTR provides a more nuanced view of your email campaigns' overall performance. CTOR helps you hone in on how well your content performs once the email is opened. 

While CTR provides a broader picture of engagement, including the effectiveness of subject lines and send times. Together, these metrics allow you to pinpoint areas of strength and weakness in your email marketing strategy.

Understanding CTOR and CTR and how they relate to each other is fundamental for effective email marketing. When analyzed together, these metrics offer a complete picture of your email campaign, guiding your efforts to engage and convert your target audience.


In the ever-changing landscape of email marketing, understanding other metrics like average click to open rates and click-through rate emails is vital. Knowing what is a good click-through rate for email helps strategize and execute more effective campaigns. 

CTOR, in particular, is a powerful tool that offers insights into how your content resonates with your readers. By understanding, calculating, and applying practical tips to enhance it, you can create more engaging and profitable email marketing campaigns.

Remember, success in email marketing is not merely about numbers; it's about creating value for your audience. Keep a close eye on your click to email open rate and continually strive to enhance it, and you'll be well on your way to building stronger relationships with your customers and achieving your marketing goals.

Latest blog articles

No items found.