Calculate click to open rate, clicks, or opens from any two email metrics and see the missing value in percent or count instantly.
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Click to Open Rate Formula
The click to open rate, often shortened to CTOR, measures the percentage of email opens that resulted in clicks. It is different from click-through rate because it uses opens as the denominator instead of total delivered emails.
CTOR = (Clicks / Opens) * 100
To calculate the number of clicks from opens and CTOR:
Clicks = (CTOR / 100) * Opens
To calculate the number of opens from clicks and CTOR:
Opens = Clicks / (CTOR / 100)
- CTOR = click to open rate, expressed as a percentage
- Clicks = number of recipients who clicked a link after opening the email
- Opens = number of email opens used in the calculation
The calculator works in three directions. If you enter clicks and opens, it calculates the click to open rate. If you enter opens and CTOR, it calculates clicks. If you enter clicks and CTOR, it calculates the number of opens needed to produce that rate.
Typical Click to Open Rate Benchmarks
CTOR varies by industry, list quality, offer, subject line, and email content. These ranges are general reference points for interpreting a result.
| Click to Open Rate | General Interpretation |
|---|---|
| Under 5% | Low engagement from people who opened the email |
| 5% to 10% | Moderate engagement |
| 10% to 20% | Strong engagement for many email campaigns |
| Over 20% | Very high engagement, often from a targeted list or strong offer |
Clicks Needed at Different Open Counts
| Opens | 5% CTOR | 10% CTOR | 15% CTOR | 20% CTOR |
|---|---|---|---|---|
| 500 | 25 clicks | 50 clicks | 75 clicks | 100 clicks |
| 1,000 | 50 clicks | 100 clicks | 150 clicks | 200 clicks |
| 5,000 | 250 clicks | 500 clicks | 750 clicks | 1,000 clicks |
Example
Example 1: Calculate click to open rate
You have 120 clicks and 1,000 opens.
CTOR = (120 / 1000) * 100 = 12%
The click to open rate is 12%.
Example 2: Calculate clicks from CTOR
You have 2,500 opens and a click to open rate of 8%.
Clicks = (8 / 100) * 2500 = 200
The campaign had 200 clicks.
FAQ
What is a good click to open rate?
A good click to open rate is often around 10% or higher, but the right benchmark depends on your email type and audience. A newsletter, sales promotion, transactional email, and account update can all have different normal ranges.
What is the difference between click to open rate and click-through rate?
Click to open rate uses opens as the denominator. Click-through rate usually uses delivered emails as the denominator. CTOR tells you how persuasive the email content was after someone opened it, while click-through rate reflects performance across the whole delivered audience.
Can the click to open rate be higher than 100%?
In a basic unique-clicks and unique-opens calculation, CTOR should not be higher than 100%. It can appear higher if your reporting uses total clicks, counts multiple clicks from the same person, or has tracking differences between clicks and opens.
