The metric shows how many subscribers who opened your e-mail took action and indicates how effective your e-mail message, design, and content are. Taking action could mean clicking a link, a button, or an image in your e-mail. This way, you can take immediate action if you feel that many of your subscribers opened the e-mail but did not take action. Based on your industry, open rates vary between 20-30%. However, keep in mind to orient yourself on your own benchmarks and use A/B testing to improve your click to open rate.

Calculate the click to open rate by dividing the number of unique opens by the number of unique clicks.

E-mail click to open rate = Total number unique clicks / Number of unique opens

For example, if 400 subscribers opened your e-mail and 100 clicked on the button within the e-mail, your CTOR is 25% (100 / 400 * 100 = 25%).

• Make your e-mails mobile friendly
• Use an engaging Call to Action
• Make it personal
• Make e-mails scannable
• Put the most important content first and remove any unnecessary information
• Communicate benefits, not features
• Write engaging copy text & use engaging images
• Use relevant content for your subscribers
• Make it easy to click