Click-to-Open Rate (CTOR) is important in email marketing because it tells you whether your content actually engages readers and motivates them to take action. It helps you improve email design, messaging, and overall engagement quality. It mainly shows how effective your email content and call-to-action (CTA) are after the email is opened.
The formula for calculating email Click-to-Open Rate is:
Click-to-Open Rate = (Unique Click Count / Open Count) x 100
Here,
Unique Click Count means Number of unique recipients who clicked at least one link.
Open Count means Number of emails opened by recipients (includes repeated opens by the same user).
For example, if 2,000 people open your email campaign and 300 click a link, then the calculation will be:
This shows your Click-to-Open Rate is 15%, meaning 15% of the people who opened your email clicked on a link inside. This reflects how engaging and relevant your content is to the audience.