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Click-to-open rate (CTOR) calculator
Calculate your email click-to-open rate (CTOR) and see how many of your openers went on to click. Enter your unique opens and unique clicks, and your CTOR appears as you type.
People who opened the email, each counted once.
People who clicked at least one link, each counted once.
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- Clicks per open -
Enter unique opens and unique clicks to see your CTOR. - Unique clicks can’t be more than unique opens.
What is click-to-open rate (CTOR)?
Click-to-open rate (CTOR) is the percentage of people who opened your email and then clicked at least one link in it. It shows how well your email content, offer, and calls to action worked for people who were already interested enough to open it. Open rate reflects your subject line and sender, while CTOR measures the email itself.
How to use the CTOR calculator
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1
Find your numbers
Open your email report and note the unique opens and unique clicks for one campaign or automated email.
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2
Enter them
Add your unique opens and unique clicks. The result updates instantly, with the formula worked out.
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3
Compare your result
Check your CTOR against the averages below, then against your own past emails.
CTOR formula
CTOR compares clicks with opens, not with every email you delivered.
Example: 420 unique clicks ÷ 2,800 unique opens × 100 = 15%
With 12,000 emails delivered:
Click-through rate (CTR) = 420 ÷ 12,000 × 100 = 3.5%
CTOR = 420 ÷ 2,800 × 100 = 15%
Open rate × CTOR = CTR (23.3% × 15% ≈ 3.5%).
What is a good click-to-open rate?
A good CTOR is one above the average for your email type. Automated emails, like welcome and abandoned cart messages, usually do better than campaigns because they reach people right when they’re interested.
Source: Omnisend email marketing benchmarks, 2025 data from 20B+ campaign emails and 470M automated emails sent by 27,000+ brands.
CTOR vs. CTR vs. open rate
These three metrics use the same campaign numbers but answer different questions.
Need CTR for ads, search, or social? Use the CTR calculator
How to improve your click-to-open rate
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1
Use one main call to action
Put it near the top so it’s the first thing openers see.
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2
Segment your list
Send each email to the people it fits, based on what they bought or browsed.
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3
Personalize the content
Add product recommendations based on each shopper’s views and purchases.
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4
Design for mobile
Use a single-column layout and buttons big enough to tap with a thumb.
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5
A/B test the content
Subject line tests improve opens. For CTOR, test buttons, images, and offers.
Send each subscriber emails that match what they like, with segments and product recommendations that do the matching for you.
Keep learning
FAQ
How do you calculate click-to-open rate?
Divide unique clicks by unique opens and multiply by 100. For example, 420 unique clicks from 2,800 unique opens is a 15% CTOR. You’ll find both numbers in your email report. Enter them in the calculator above, and it does the math for you.
What is a good click-to-open rate?
A good CTOR is one above the average for your email type. In Omnisend’s 2025 data, email campaigns averaged a 2.44% CTOR and automated emails 11.87%, with back-in-stock emails reaching 37.05%. Campaign averages also vary by industry, so compare with your own past results too.
What’s the difference between CTR and CTOR?
CTR divides clicks by emails delivered, so it reflects the subject line and the content together. CTOR divides clicks by opens, so it only measures how well the content worked for the people who opened. Track both: CTR shows overall reach, while CTOR shows whether your email gave openers a reason to click.
Should I use unique or total clicks and opens?
Use unique counts. They count each person once, so one subscriber clicking five times doesn’t inflate your result. Total counts show how much people interact with an email, but compare them only with other total counts. The calculator uses unique counts by default.
Why is my CTOR high but my CTR low?
Your content works, but not enough people open the email. That usually points to the subject line, preview text, sender name, or send time, so test those first. A high CTOR can also come from a small, very engaged group of openers, so check the open count too.
How does Apple Mail Privacy Protection affect CTOR?
Apple Mail Privacy Protection loads emails in the background, so your report can show opens from people who never read the email. More counted opens with the same number of clicks means a lower CTOR. Compare CTOR across campaigns sent in the same period, and track clicks and conversions as well.
Is the Omnisend CTOR calculator free?
Yes. The click-to-open rate calculator is free, and you don’t need to sign up. Use it for as many campaigns and automated emails as you like.
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