Click to open rate divides clicks by opens, showing how many people who opened went on to click. A healthy figure usually falls between 10 and 20 percent, and it isolates content quality from subject line appeal.
When opens rise but click to open rate drops, you are attracting the wrong kind of attention.
Open rate mixes two things, the pull of your subject line and the value of what sits inside. Click to open rate strips out the subject line and grades the content on its own.
It also survives the prefetch problem, since it only counts opens that led somewhere.
Compare click to open rate across issues to find which topics your readers finish and act on. A pattern will emerge faster than you expect.
Use it to test subject lines in isolation. Send the same content under two subject lines, and the ratio tells you which headline pulled the more engaged reader.
Subject lines get the door open. Click to open rate tells you whether anyone was glad they walked in.
Apple's prefetching inflates the denominator, which pushes the ratio artificially low. Keep that in mind before you panic over a sudden dip.
Small lists make this ratio jump around, so read it in ranges rather than exact figures.
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