Click-to-Open Rate (CTOR)

The click-to-open rate (CTOR) compares the number of unique clicks to unique opens. This number indicates how effective the email message, design, and content performed, and whether it created enough interest in the recipient to take action.

Unlike click-through rate, click-to-open rate is the number of clicks out of the number of opens (instead of the number of delivered emails). This gives you a better gauge of how the design and messaging resonated with your audience, since these clicks are only from people that actually viewed your email.

Unlike click-through rate, click-to-open rate is the number of clicks out of the number of opens (instead of the number of delivered emails). This gives you a better gauge of how the email design and messaging resonated with your audience, since these clicks are only from people that actually viewed your email.

Once you understand CTOR, you may need tips on making your emails more clickable to subscribers.

First, your email should be scannable like a blog post, since the majority of subscribers scan their inboxes and the messages inside. This means clear copy, readable chunks, headlines, and crisp images. Additionally, your most important information should be first, and the email should organically funnel down to a CTA.

For instance, you might have a headline announcing a new product, a chunk of copy describing what the new product does, followed by a CTA for subscribers to click through and see the product in your shop.

Ultimately, you want readers to click your CTA, so be sure to test different options for your subscribers. You can A/B test subject lines, CTA copy, CTA colors, and much more. You can also personalize emails by segmenting your list. For instance, if you’re creating emails for a nonprofit, emails to monthly donors may look different from emails to those who have never donated. By separating your list in this way, you provide a more personalized experience, encouraging more opens, more clicks, and better click-to-open rates.