What is CTOR in email marketing?

CTOR , or Click-To-Open Rate, is a metric that measures the ratio of unique clicks on an email to the number of unique opens . Unlike open rate , also known as CTR , which only indicates the number of subscribers who opened the email, this KPI shows how many of those recipients found the content engaging and showed interest in engaging with it. Thus, this metric provides valuable insight into the effectiveness of the design and message.

While the open rate can be influenced by the email subject and the sender’s reputation, this click-through rate metric focuses exclusively on the impact of the content. For example, an email marketing campaign may have a high open rate but a low CTOR , which means that the message is failing to engage the user. On the other hand, a high CTOR indicates that the email is relevant and eye-catching , which generates azerbaijan phone number data greater commitment from subscribers. To check the impact of your messages, you can see the CTOR percentage on the MDirector platfor

How is CTOR calculated?

Calculating this metric is a simple process that can mdirector vs mailjet: platform comparison be done in just a few steps. Here’s how you can do it yourself with a practical example :

1. Total unique clicks the email received . This is the number of recipients who clicked on one or more links within the email, counted only once per recipient, regardless of how many links they clicked.
2. Total unique opens the email received . This is the virgin islands send number of recipients who opened the email, counting What is CTOR only once per recipient, regardless of how many times they opened the email.
3. Divide the total unique clicks by the total unique opens . This step will give you a decimal value that represents the ratio of clicks to opens.
4. Multiply the result by 100 to get the percentage . This final step converts the ratio to a percentage, which is the standard format for reporting CTOR .

Practical example

Assuming that an email marketing campaign has 1,000 recipients. Of these, 200 opened the email (unique opens) and, of those 200, 50 clicked on a link (unique clicks)

Why is it important to calculate CTOR?

This metric is crucial in email marketing campaigns for several reasons. Below, we will look at some of the main reasons why it is important to calculate and monitor it:

1. Measures the effectiveness of email content . Provides a direct measure to evaluate whether email content and design are engaging and relevant to users.
2. It helps to understand the interest and relevance of the message for the recipient. A high result indicates that the email is interesting for the recipients.
3. It allows us to optimize the design and content for future mailings . This measure also serves to adjust and improve the quality of our email marketing campaigns to increase interaction with our subscribers.
4. Identify what type of content generates the most engagement . CTOR also helps us identify those topics or elements that are most appealing to recipients.
5. It facilitates audience segmentation based on engagement. Thanks to the results provided by this measure, we can segment our audience and personalize messages and topics for different groups based on their level of engagement with our brand.

uable insights into the effectiveness of the content we send in our emails. Unlike other metrics, such as the opening rate or the click rate , the data obtained focuses on the level of interaction that users have had with the message. This information allows specialists to optimize their strategies and improve audience engagement thanks to the success of more effective and relevant campaigns.