What is Click Rate (CTOR)?
Quick Answer
The percentage of email openers who clicked at least one link — also called Click-to-Open Rate.
Click-to-Open Rate (CTOR) = (unique clicks / unique opens) × 100. CTOR measures email content effectiveness independent of subject line performance. Average CTOR is 10-15%. A low CTOR with high open rate means subscribers opened but the content didn't deliver on the subject line's promise. Use click heatmaps to identify which links drive the most engagement.
Related Terms
The percentage of delivered emails that were opened by recipients.
Click-Through Rate (CTR)The percentage of email recipients who clicked on one or more links in an email.
A/B Testing (Split Testing)Sending different versions of an email to portions of your audience to determine which performs better.
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