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Click-to-open rate (CTOR) calculator

Compute the email click-to-open rate from unique clicks and unique opens.

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The Click-to-open rate (CTOR) calculator turns Unique clicks, Unique opens into Click-to-open rate, instantly and for free. For instance, with Unique clicks = 50 and Unique opens = 200 it returns Click-to-open rate = 25%.

How to use it

  1. Enter your values: Unique clicks, Unique opens.
  2. Read the result instantly: Click-to-open rate.

Frequently asked questions

What does the Click-to-open rate (CTOR) calculator actually compute?

It takes Unique clicks and Unique opens and derives Click-to-open rate from them. The calculation is live as you type, so the result updates on every change.

What information do I need to provide?

2 values: Unique clicks and Unique opens. Nothing else is required — no account, no file upload.

Can you show a worked example?

With Unique clicks = 50 and Unique opens = 200, the calculator returns Click-to-open rate = 25%. Those figures come from running this exact tool, so you can reproduce them by entering the same values.

When would I actually use this?

Reading a send properly: what the open and click rates mean once bounces are removed, how fast the list is decaying, and what volume a target reply count needs.

What is the most common mistake?

Treating the open rate as a measure of interest. Image-blocking and privacy proxies open messages nobody read, and inflate the figure by a margin that varies with the audience's mail client.

What is the difference between the Click-to-open rate (CTOR) calculator and the Email open rate calculator?

This one returns Click-to-open rate; the Email open rate calculator returns Open rate. That is the whole difference — open the one whose figure you need.

Is there a tool for the next step?

Email list growth rate calculator is the closest one after this: Compute the net growth rate of your email list from new subscribers and unsubscribes.

What else is worth having open alongside it?

Email marketing ROI calculator and Bounce rate calculator — they come up in the same task often enough to be worth a second tab.

Where do the figures come from, and how current are they?

The rates are computed from the figures you supply. Whether your platform divides by sends or by deliveries changes every percentage, so compare within one tool rather than across two.

Further reading

All guides →
ExplainerEmail Open Rate Is Broken. Measure Click-to-Open InsteadApple Mail Privacy Protection pre-fetches tracking pixels, so a share of your opens were never opened by a person. Open rate now moves with your audience's mail client. Here is what survives, worked on a single send.GuideEngagement Rate Formulas by Platform: Why the Same Post Scores 2% and 4.8%Engagement rate is not one metric. Divide by followers, by reach or by impressions and the same post returns three different numbers — and every platform defaults to a different denominator.ExplainerOpen Rate Is a Measurement of Your Audience's Mail ClientThe denominator should be delivered, not sent — which means defining hard and soft bounces properly. Unique and total opens are different numbers. And a reported open rate has a computable null point: past a certain share of prefetching clients it carries no information about humans at all. The instrumentation that replaces it.ExplainerWhat an Email Programme Actually ReturnsThe famous email ROI multiples are self-reported survey figures with the labour left out of the denominator and revenue that would have arrived anyway left in the numerator. Build the honest version instead: incremental revenue against full cost, measured with a holdout — and the arithmetic of how big that holdout has to be.ExplainerReturn Rate: The Number That Decides Whether Your Ecommerce WorksA returned order is not a cancelled sale, it is a sale that cost you money. Here is the return rate at which returns eat the entire contribution of the orders that stayed sold, for three product profiles and five margin levels — plus what bracketing does to your order count.ExplainerBounce Rate Is Not What Most People Think It IsA bounce was never a measure of dissatisfaction — it was a session that sent one hit. Google Analytics 4 replaced the definition entirely, and the new one is a configurable timer. Here is the same thousand sessions read five ways.