What is Click-to-Open Rate?
TL;DR
The percentage of email openers who clicked a link, Clicks ÷ Opens × 100. This measures how compelling your email content and Email CTAs are for people who've already opened. A high Open Rate with low click-to-open rate means your subject line worked but content disappointed. Industry benchmarks are 10-15%. Improve click-to-open rate with clear single calls-to-action (too many choices reduce clicks), compelling button text ("Get Your Free Guide" beats "Click Here"), content that delivers on the subject line promise, and mobile-friendly design (most emails are opened on phones). Visual hierarchy should guide eyes to the CTA. Test different CTA placements, colors, and copy. Click-to-open rate is more actionable than overall click rate because it isolates content performance from subject line performance.
On this page
Frequently Asked Questions About Click-to-Open Rate
What's the difference between click rate and click-to-open rate?
Click rate = Clicks ÷ All Recipients. Click-to-open rate = Clicks ÷ Opens. CTOR is more useful because it measures content effectiveness for people who actually opened, isolating content performance from subject line performance.
What's a good click-to-open rate?
10-15% is typical across industries. Higher for highly targeted emails with clear CTAs. Lower for newsletters without specific actions. Compare to your own historical performance and test improvements.
How do I improve click-to-open rate?
Clear single CTA (too many choices reduce clicks), compelling button text ('Get Your Free Guide' beats 'Click Here'), content that delivers on subject line promise, mobile-friendly design, and visual hierarchy guiding eyes to the CTA.
My open rate is good but click-to-open rate is low, why?
Your subject line is working but content disappoints. Either the email doesn't deliver what the subject promised, the CTA isn't compelling, or there's no clear next step. Review content-to-promise alignment and CTA strength.
Terms Related to Click-to-Open Rate
Email CTA
The call-to-action in your email, the button or link you want recipients to click. Every email should have one primary C...
Read definition Email MarketingEmail Marketing
Marketing directly to customers and prospects through email, newsletters, promotions, follow-ups, and automated sequence...
Read definition Email MarketingOpen Rate
The percentage of recipients who open your email, Opens ÷ Delivered × 100. Industry averages range from 15-25%, though t...
Read definition Email MarketingAbandoned Cart Email
Automated emails sent when someone adds products to their shopping cart but doesn't complete the purchase, recovering po...
Read definition Email MarketingDouble Opt-In
A subscription process requiring email confirmation before adding someone to your Email List, they sign up, then must cl...
Read definition Email MarketingDrip Campaign
A series of pre-written emails sent automatically over time, "dripping" messages at scheduled intervals. Unlike one-off...
Read definition