{"id":85655,"date":"2025-07-14T19:35:15","date_gmt":"2025-07-14T19:35:15","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/ctor\/"},"modified":"2026-10-19T13:08:29","modified_gmt":"2026-10-19T13:08:29","slug":"ctor","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/ctor\/","title":{"rendered":"CTOR"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>CTOR<\/strong> (click-to-open rate, or clicks as a percentage of opens) is the percentage of people who click a link in your email after opening it. It measures whether the content of the email persuades the people who have already opened it.<\/p>\n\n<p class=\"wp-block-paragraph\">It differs from <a href=\"https:\/\/mailrelay.com\/en\/glossary\/ctr-click-through-rate\/\">CTR<\/a> in what the calculation is based on. CTR divides clicks by all delivered emails. CTOR divides them only by opened emails.<\/p>\n\n<h2 class=\"wp-block-heading\">How is CTOR calculated?<\/h2>\n\n<p class=\"wp-block-paragraph\">The formula is:<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>CTOR = (unique clicks \/ unique opens) \u00d7 100<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">For example, you send a newsletter that is delivered to 9,700 people. 2,425 of them open it and 388 click a link:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>CTOR = 388 \/ 2,425 \u00d7 100 = <strong>16%<\/strong><\/li>\n\n\n\n<li>CTR = 388 \/ 9,700 \u00d7 100 = <strong>4%<\/strong><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/open-rate-2\/\">Open rate<\/a> = 2,425 \/ 9,700 \u00d7 100 = <strong>25%<\/strong><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Always use <strong>unique<\/strong> clicks and opens: if one person opens the email three times and clicks twice, it counts once in each metric.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor.png\" alt=\"CTOR formula with an example: 388 unique clicks divided by 2,425 unique opens times 100 gives a CTOR of 16%\" class=\"wp-image-106650\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Measure the clicks of every campaign<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Create your free Mailrelay account and see the opens, clicks and click map of your campaigns.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&#038;utm_campaign=ctor\">Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">CTOR, CTR and open rate: what does each one measure?<\/h2>\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Metric<\/th><th>What it measures<\/th><th>Formula<\/th><th>What it tells you<\/th><\/tr><\/thead><tbody><tr><td>Open rate<\/td><td>How many people open the email<\/td><td>Unique opens \/ delivered \u00d7 100<\/td><td>Whether the subject line, the sender and the preheader work<\/td><\/tr><tr><td>CTR<\/td><td>How many people click out of everyone who receives it<\/td><td>Unique clicks \/ delivered \u00d7 100<\/td><td>The overall result of the campaign<\/td><\/tr><tr><td>CTOR<\/td><td>How many people click out of those who open it<\/td><td>Unique clicks \/ unique opens \u00d7 100<\/td><td>Whether the content and the call to action persuade<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">The three should be read together. For example, a high open rate with a low CTOR means the subject line draws people in, but the content doesn&#8217;t deliver on its promise.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor.png\" alt=\"Funnel with 9,700 emails delivered, 2,425 opens and 388 clicks: open rate of 25%, CTR of 4% and CTOR of 16%\" class=\"wp-image-106653\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">What is a good CTOR?<\/h2>\n\n<p class=\"wp-block-paragraph\">There is no single figure that works for everyone: it depends on your industry, the type of email and the quality of your list. A transactional or welcome email usually gets more clicks than a general newsletter.<\/p>\n\n<p class=\"wp-block-paragraph\">The most useful benchmark is your own history. Calculate the average CTOR of your recent campaigns of the same type and compare each new send against that average.<\/p>\n\n<p class=\"wp-block-paragraph\">Keep one thing in mind: some opens are registered automatically, for example through Apple Mail&#8217;s privacy protection. That inflates opens and makes the CTOR look lower than it really is.<\/p>\n\n<h2 class=\"wp-block-heading\">How to improve the CTOR of your emails<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><strong>A clear call to action.<\/strong> One goal per email and a visible <a href=\"https:\/\/mailrelay.com\/en\/glossary\/call-to-action-cta\/\">button<\/a>, so people don&#8217;t have to scroll to see it.<\/li>\n\n\n\n<li><strong>Deliver on what the subject line promises.<\/strong> If the <a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-subject-line\/\">subject line<\/a> announces an offer, the offer should be at the top.<\/li>\n\n\n\n<li><strong>Segment.<\/strong>  An email designed for a specific group gets more clicks than a generic one. More in <a href=\"https:\/\/mailrelay.com\/en\/glossary\/segmentation-in-email-marketing\/\">segmentation in email marketing<\/a>.<\/li>\n\n\n\n<li><strong>Design for mobile.<\/strong>  Large buttons and short text, because most emails are read on a phone.<\/li>\n\n\n\n<li><strong>Test.<\/strong> Try two versions of the button or the text with an <a href=\"https:\/\/mailrelay.com\/en\/glossary\/a-b-testing\/\">A\/B test<\/a> and keep the one with more clicks.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">How Mailrelay helps you<\/h2>\n\n<p class=\"wp-block-paragraph\">In the statistics of each Mailrelay campaign you can see opens, clicks and unsubscribes. The click map shows which links your subscribers click, so you know which content works best.<\/p>\n\n<p class=\"wp-block-paragraph\">Open and click tracking is included in the free account and in the Enterprise plan. With the free account you can send up to 80,000 emails per month and run A\/B tests.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Start for free with Mailrelay<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Up to 80,000 emails per month, A\/B tests and statistics for every campaign, with human support.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&#038;utm_campaign=ctor\">Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Frequently asked questions<\/h2>\n\n<h3 class=\"wp-block-heading\">What is CTOR in email marketing?<\/h3>\n\n<p class=\"wp-block-paragraph\">It is the percentage of people who click a link in an email after opening it. The acronym stands for click-to-open rate.<\/p>\n\n<h3 class=\"wp-block-heading\">How is CTOR calculated?<\/h3>\n\n<p class=\"wp-block-paragraph\">Divide unique clicks by unique opens and multiply by 100. With 388 clicks and 2,425 opens, the CTOR is 16%.<\/p>\n\n<h3 class=\"wp-block-heading\">What&#8217;s the difference between CTR and CTOR?<\/h3>\n\n<p class=\"wp-block-paragraph\">CTR calculates clicks over all delivered emails. CTOR calculates them only over opened emails, so it is a better measure of content.<\/p>\n\n<h3 class=\"wp-block-heading\">Why is my CTOR low?<\/h3>\n\n<p class=\"wp-block-paragraph\">It is usually due to content that doesn&#8217;t deliver on what the subject line promises, a call to action that is hard to see, or a generic email. Automatic opens also play a part, since they inflate the base of the calculation.<\/p>\n\n<h3 class=\"wp-block-heading\">Does CTOR have other meanings?<\/h3>\n\n<p class=\"wp-block-paragraph\">Yes. In .NET programming, &#8220;.ctor&#8221; is the internal name of a class constructor. In email marketing, CTOR is always the click-to-open rate.<\/p>\n\n<h2 class=\"wp-block-heading\">Related entries<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/open-rate-2\/\">Open rate<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/ctr-click-through-rate\/\">CTR<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/call-to-action-cta\/\">Call to action (CTA)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-subject-line\/\">Email subject line<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-preheader\/\">Preheader<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/a-b-testing\/\">A\/B testing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/segmentation-in-email-marketing\/\">Segmentation in email marketing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/unsubscribe-rate\/\">Unsubscribe Rate<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/bounce-rates\/\">Bounce rate<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/roi-return-on-investment\/\">ROI<\/a><\/li>\n<\/ul>\n","protected":false},"template":"","class_list":["post-85655","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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It measures whether the content of the email persuades the people who have already opened it. It differs from CTR in what the calculation is based on. CTR divides clicks&hellip;","_links":{"self":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/85655","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/types\/glossary"}],"version-history":[{"count":7,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/85655\/revisions"}],"predecessor-version":[{"id":107040,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/85655\/revisions\/107040"}],"wp:attachment":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/media?parent=85655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}