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    Metrics

    Click-to-Open Rate (CTOR)

    Of the people who opened, the percentage who also clicked.

    CTOR = (unique clicks / unique opens) × 100. This isolates the quality of your email content from the quality of your subject line. A high open rate with a low CTOR usually means your subject line over-promised. A low open rate with a high CTOR usually means your content was on point but your subject line was weak.

    Related terms

    Open Rate

    The percentage of delivered emails that were opened by the recipient.

    Click-Through Rate (CTR)

    The percentage of delivered emails where the recipient clicked at least one link.