CTOR measures engagement quality within email marketing by dividing unique clicks by unique opens. It focuses on how compelling email content is once recipients open it.
For B2B campaigns, CTOR offers more actionable insight than open rates alone, helping teams evaluate subject-line performance separately from content relevance.
A high CTOR indicates strong alignment between audience intent and messaging; a low CTOR suggests disconnect between content, layout, or CTAs. Tracking it over time sharpens segmentation and creative strategy.