Clicks as a share of the people who opened an email. It shows how well the content persuaded the people who saw it, separate from how well the subject line got it opened.
Formula
CTOR = unique clicks ÷ unique opens × 100
Example
Meera's email records 3,200 opens and 240 clicks. Her CTOR is 240 ÷ 3,200 = 7.5%.
How you'll hear it
“Opens were low but CTOR was strong, so the content is fine; fix the subject line.”
Don't confuse it with
- Click rate: clicks ÷ delivered emails.
- Open rate: opens ÷ delivered; CTOR starts where open rate ends.
Related terms
Sources
- CTOR vs Open Rate: Which Metric is More Important?, Mailchimp (Intuit)
- Click Rate vs. Click-Through Rate vs. Clicks per Unique Opens, Mailchimp (Intuit)