What is Click-to-open rate (CTOR)?
Clicks divided by opens instead of deliveries. It measures how well the content served the readers who showed up.
Click-to-open rate divides clicks by opens rather than by delivered emails. Where CTR asks "how many recipients acted," CTOR asks "of the people who opened, how many found something worth clicking." It isolates content quality from list quality.
CTOR is also the number that makes benchmarks disagree by a factor of three. A 12% figure that sounds impossible as a CTR is ordinary as a CTOR, because opens are a much smaller denominator than deliveries. Before comparing your rate to any published benchmark, confirm which formula produced it.
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