Click-Through-Rate OR Click-To-Open-Rate?

Many ESPs either choose to display the click rate of your email campaigns as either Click-Chrough-Rate (CTR), or Click-To-Open-Rate (CTOR).

Which should you report on? I would suggest reporting on both but decision on either should align your reports with your goals.

It is important to understand the true click engagement rate from both ratios, but for me, I sway to CTOR. Knowing the rate of unqiue clicks against the unique openers gives me a clearer picture of how the content alone is performing and is engaging enough the the receipient.

Now if your ESP doesn’t display the CTOR, Email-Postman has provided a simple calculator and excel formula below. All you need to do is enter the campaigns unique clicks and unqiue opens in the form below for the CTOR percentage.

If however, you have a large amount of campaign data you wish to report the CTOR, here is the excel formula:

Next step is to add a new column to your campaign data titled “CTOR,” and enter the formula below, replacing the cells in the brackets.

=(Unique clicks/unique opens)*100

Replace “unique clicks” with the relevant unique clicks fieldReplace “unique opens” with the relevant unique opens field

For example:

EmailUnique clicksUnique opensCTOR (%)
Jan3502550=(B2/C2)*100
Feb2001950

Which will then display like this:

EmailUnique clicksUnique opensCTOR (%)
Jan350255013.73
Feb2001950