Click to open rate (CTOR)

What is click to open rate?

Click to open rate (CTOR) measures how many people clicked a link in your email compared to the number of people who actually opened the email. It shows how effective your email content is once someone decides to read it.

While open rate tells you how many recipients opened your email, CTOR reveals how compelling your content was, did it motivated people to take action.

It only considers users who opened the email, giving you a better picture of how well your message and call-to-action performed.

CTOR vs CTR — what’s the difference?

• CTOR measures engagement after the email is opened.
• CTR (Click-through rate) measures clicks based on total emails sent (including those never opened)

While CTR shows overall performance, CTOR is more focused on content quality and audience interest.

What’s a good click to open rate?

A good CTOR typically ranges between 10% to 20%, depending on industry and audience. If it’s consistently lower, consider improving your content, design, and calls to action.

Example of CTOR

If 1,000 people open your email and 150 click on a link, your click to open rate is 15%. That means your message successfully engaged 15% of readers.

Driftcharge Tip

Improve your CTOR by making your emails visually clean, your copy persuasive, and your call-to-action clear and action-driven. A/B testing subject lines and content layout can also boost results.

Ganesh Pawar

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Ganesh Pawar is the founder of Driftcharge, a subscription management app designed to help Shopify merchants streamline and scale their subscription businesses. With a deep focus on solving real-world pain points—like legacy account page support, flexible subscription options, and advanced analytics—Ganesh is passionate about building tools that drive growth and retention.