Glossary/Email & Lifecycle/Click-to-Open Rate (CTOR)
Email & Lifecycle
Click-to-Open Rate (CTOR)
Unique clicks divided by unique opens, showing how compelling an email's content was to those who opened it.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Click-to-open rate (CTOR) is unique clicks divided by unique opens, showing how compelling an email's content was to those who opened it. It isolates content and call-to-action performance from subject line performance. Because privacy features can inflate tracked opens, CTOR should be interpreted alongside click rates and conversions.