As a marketer or business owner, you want to measure the success of your email campaigns. One important metric to consider is the click-to-open rate (CTOR). In this post, we'll explore what CTOR is, why it's important, and how you can use it to optimize your email campaigns.
Click-to-open rate (CTOR) is a type of email engagement metric that measures the percentage of clicks generated from the number of unique opens in an email campaign. Essentially, CTOR shows how many people clicked on your call-to-action (CTA) after opening your email.
Unlike open rate, which only measures if someone opened your email, CTOR shows how effective your email content and design were in encouraging recipients to take action. A high CTOR indicates that your email was engaging and persuasive enough for people to click on your CTA, leading to increased conversions and revenue.
To calculate CTOR, divide the number of unique clicks by the number of unique opens and multiply by 100. For example, if your email campaign had 1,000 unique opens and 200 unique clicks, your CTOR would be 20%.
To improve your CTOR and overall conversion rate optimization (CRO), consider these tips:
The average CTOR varies by industry, but generally, a CTOR between 20-30% is considered good. However, what's considered good for one industry may not be the same for another, so it's essential to benchmark against your own past campaigns and industry averages.
CTOR is just one of many email engagement metrics you can use to measure the success of your campaigns. Other important metrics include open rate, click-through rate (CTR), conversion rate, and revenue generated. By analyzing these metrics together, you can gain a better understanding of the overall effectiveness of your email campaigns.
