🕒 May 13, 2022       🗩 Cameron Taylor

As marketers, we understand that there are many variables for measuring the success of an email campaign. Opens, clicks, and unsubscribes are all numbers to keep an eye on when judging how well a campaign did, but an oft forgotten metric is the click to open ratio.  

What is click-to-open-rate (or CTOR)?

The CTOR is the percentage of subscribers who opened your email and proceeded to click on your call-to-action buttons, images, or hyperlinks. The calculation for CTOR is (unique clicks/unique opens) x 100. This metric can be found in the EmailIQ system under each campaign at Statistics > Campaign Statistics.  

Monitoring your CTOR gives you a clearer picture of your subscribers’ interest in your content since open rates alone do not guarantee content engagement. Skimming over emails or accidental opens are common, so taking your CTOR into account can give you a better picture of how actively engaged your audience is.  

Beyond providing a good metric for you and your team to use to measure the success of a campaign, CTORs are also used by Email Service Providers (ESPs) to determine the validity of your Domain, IP and sends. ESPs are constantly monitoring your company’s campaigns to subscribers. Metrics on opens and clicks are used to determine if your email is a “valid send” or spam. Clicks have a higher value over opens when determining how valid an email is perceived to be.  

How to Improve your CTORs

Improving your CTORs is as simple as adding a button to your email campaign. Call to Action (CTA) buttons are the most vital opportunity to improve CTOR. Create a CTA with action driven verbiage to promote clicks and locate them “above the fold” or above the area where subscribers must scroll in your email. Make all your images clickable by adding links to your website. EmailIQ allows you to add links easily in both BEE and WYSIWYG editor. Hyper link phone numbers so subscribers can click to call on desktop and mobile without the need to copy paste. 

The click to open ratio is an important metric to consider when reviewing the success of your email campaign as it can show how much of your interested audience (opens) wanted to continue interactions beyond their initial open. Used in combination with your other metrics, CTORs can give you a clearer picture of audience engagement as well as improve overall deliverability. 

tl;dr

CTOR is the percentage of subscribers who opened your email and proceeded to click on your call-to-action. Beyond providing a good metric for you and your team to use to measure the success of a campaign, CTORs are also used by Email Service Providers (ESPs) to determine the validity of your Domain, IP and sends. Clicks have a higher value over opens when determining how valid an email is perceived to be. Create a CTA with action driven verbiage to promote clicks and locate them “above the fold” or above the area where subscribers must scroll in your email. Make all your images clickable by adding links to your website.

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