The CTOR metric is used to assess how many people click on links in your emails compared to the total number of email opens. What’s more, higher CTOR means you’ll get a larger share of subscribers’ attention. If your email copy speaks to them, there is a high probability that the number of purchases will rise.
CTOR is calculated by dividing the number of clicks on links in the email by the number of people who opened the message.
The metrics that measure the success of an email marketing campaign are numerous and varied. There is open rate, click-through ratio (CTR), deliverability, a number of unsubscribes, etc. This can be difficult and time-consuming to track them all but ultimately they provide valuable insights into how your messages might fare with certain audiences.
CTOR can help you see how well your content is doing in terms of customer engagement. This data can be really useful in understanding what changes you might need to make to improve your content strategy. Having a clear understanding of engagement metrics is crucial for making the most out of CTOR:
The open rate is an important measure when it comes to assessing the quality of your email addresses. It also gives you insight into what subject lines are most appealing, and what time period works best for mailing.
CTR indicates the interest of the audience in the emails. This metric tells us how well the different parts of the message work together to get people to take action. This includes the headline, text, and buttons.
As we found out, the click-through rate (CTR) tells you how many people who received your email clicked on the links within it. However, this doesn’t give the whole picture, because not everyone who received the email opened it. To get a better idea of how successful your email’s content was, you need to take those who opened and read the messages.
CTOR is a great way to see how successful your email content is by looking at the number of people who clicked through and opened it.
Open rate, CTR, and CTOR are essential to consider when measuring the success of an email campaign. These metrics can help identify email funnel areas where emails are not performing well, and improve the overall campaign.
Statista reports that in 2020, the CTOR for marketing emails worldwide was 14,1%. The US had a higher share at 14.9%.
According to CampaignMonitor’s data, the average CTOR across all industries is 10.5%. But this is an average figure for different industries and for different companies (from giants to small businesses). To get a more accurate idea of what to expect, it’s best to look at metrics specific to your industry.
GetResponse provides data with slightly lower numbers by industries — 10,12%.
Acoustic cites an even lower rate of 9.6%.
There is no one-size-fits-all when it comes to email marketing metrics, as various factors such as the size of your business, your mailing list, and demographics can all affect the numbers.
Having an idea about what is considered “normal” for your specific industry can help you create better email campaigns.
If your CTOR is lower than average, there are steps you can take to improve it. Use the methods below to boost your email campaign’s performance. With some effort, you can bring your CTOR up to par with other businesses in your industry.
Content is key when it comes to email engagement. Your email copy should be interesting and engaging to encourage recipients to open and click through. A few best practices and tips to keep in mind include:
Subject lines are crucial in getting people to open your email. 33% of recipients open messages based solely on the subject line. So, it’s important to make sure it’s something that will grab their attention and encourage them to open your email.
When writing your subject line, think about what would make you curious if you saw it in your own inbox. What would compel you to take action? And finally, is the content timely and relevant?
Thus, you can make your email subject lines more effective by making them interesting, urgent, relevant, or personal.
Also, don’t forget to keep your subject lines short (with 50 characters or less) to get a higher open rate.
Examples of catchy headlines are:
Your recipients are busy people who receive a lot of emails. They don’t have time to read through long, rambling emails – they will simply delete them. If you want people to read your messages and act upon them, make them scannable.
Use short paragraphs, clear headings, bulleted lists and images to break up the text and make it easy to scan. Highlight the most important points in bold or use different colors to make them stand out.
Place the most important information at the top and make sure you have crisp images as well.
Notice how Google highlights important info in blocks with headlines and then supplements it with scannable images and links. This makes it easy for readers to find the information they need quickly and without hassle.
Subscribers generally prefer messages that are relevant to their interests and needs, rather than receiving irrelevant content. This was supported by a study done by McKinsey, which found that 76% of online customers get disappointed when the content they receive is not related to what they’re interested in.
To personalize your email, try out dynamic content. Dynamic content is content that changes in response to certain criteria that you set, such as the recipient’s location or past purchase history. This can be a great way to increase the performance of your emails since it allows you to personalize the content to a greater extent and make it more relevant to the reader.
The more data you have on your recipient, the better. Use their name and other identifying features to tailor an email specifically for them — but don’t stop there! Add images, text, or call-to-action buttons that speak directly with what they are interested in.
Apply live dynamic content to customize your sales emails depending on the subscriber’s current location. For example, providing directions to the nearest store is a great way to create a unique client experience.
You can increase the effectiveness of your email by following these email design tips.
If you want people to actually read your email, you need to make it visually interesting. That means using images, videos, and other engaging content to break up the text. Otherwise, people will quickly lose interest.
Using a responsive design ensures that your email can be read easily on any device, whether it is a desktop computer, laptop, or mobile phone. This way, you can maintain a consistent look and feel for your email across all devices, and improve the user experience.
This Good Eggs company meets all of the requirements above. The image is attractive, the copy is concise and well written, and the CTA is prominent and easy to click.
It’s important to review your campaign and track the metrics to see how subscribers are responding. This will allow you to more effectively plan your marketing campaign using actual data, rather than relying on guesswork.
You can use data from your email service provider to get the CTOR metric and other analytical numbers. Once you have it, you can start to see patterns and areas that need improvement and then make changes to your messages.
If you want to improve your email campaigns, use A/B testing tools to compare different elements and find out what works best for your audience. Selzy makes it easy to set up and run these tests.
High CTOR indicates that recipients find your messaging relevant and click through to learn more. To calculate CTOR, divide the number of clicks by the number of email opens*100%.
CTOR rates worldwide have varied anywhere from 9,6% to 14,1%. To benchmark your success, compare your company’s metrics to the average for your specific industry. This way, you can see how your company stands up against other businesses. This can give insights into what areas need improvement and help set goals for the future accordingly.
To improve your CTOR, consider the following tips:
