Click To Open Rate Definition
Email marketing is one of the important areas of your marketing strategy, serving a wide variety of tasks such as spreading product information, building awareness, measuring customer satisfaction, or distributing campaigns.
But even a really great offer won’t work if the customer doesn’t see the message, which may happen if they are not encouraged enough to open, read and click through the mailing. Here comes the metric that helps to measure if our mailing has potential – Clik To Open Rate, which tells you how many people who opened the mail clicked on the CTA or links given.
How to Calculate CTOR?
You can calculate the metric by dividing the number of unique emails that were opened by the number of unique email clicks and multiplying it by 100. For example, you send a mailing to 100 people and 20 of them open it. Of those 20, 5 clicks a link you have put there. That means your CTOR for that email is 25%.
What is the difference between CTR (Click Through Rate) vs CTOR (Click to Open Rate)
There is a slight difference between two very similar metrics: CTR and CTOR. CTR which means Click Through Rate. It is the number of recipients that clicked on the message, compared to the number of emails sent in the campaign. CTOR tells us about the clicks in the group of people who actually opened the email. Which is better to use? Well, they are different, so should be treated differently. CTR shows the overall performance of your email marketing, while CTOR helps measure the performance of the content itself, being a far more precise KPI metric than CTR.
Is CTOR an important metric?
For sure, it’s worth measuring the performance of your email marketing campaigns and trying to find out whether the content is engaging for your audience. If it is not, you will probably start receiving opt-out emails soon. Moreover, you probably don’t want your brand to land in the dreaded spam folder.
Another key reason why measuring CTOR is important is time-saving. By knowing what works and what doesn’t, your team won’t have to spend a lot of time preparing ineffective campaigns, losing their time, your money, and a lot of motivation.