A key email marketing metric that measures the percentage of unique clicks relative to the number of unique opens. Unlike Click-Through Rate (CTR), which is based on total emails delivered, CTOR focuses only on those recipients who actually opened the email, making it a more accurate indicator of email content effectiveness.
Formula:
CTOR= (Unique Opens / Unique Clicks)×100
Businesses use CTOR to evaluate:
-The relevance and appeal of email content
-The effectiveness of design, layout, and call-to-action (CTA)
-How well subject lines and body content align with user expectations
A higher CTOR indicates that recipients found the content engaging enough to take action after opening the email.
Example use case: A travel agency sends an email campaign featuring holiday packages. If 10,000 people open the email and 2,500 click on the package links, the CTOR is 25%, showing strong engagement with the content.
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