Click-to-open rate is a metric to measure the effectiveness of your email content because if your links, the layout, and the content are attention-grabbing, the recipients will want to click a CTA to learn more. CTOR leaves room for the interpretation between the number of people who opened the email and the number of people who opened and actually had an actual activity (click).
CTOR metric is calculated by the number of clicks divided by the number of opens.
Example. If there are 100 clicks and 180 opens of an email, its CTOR results in (55% (100/180)*100)
A good CTOR should be around 20%-30% depending on the industry and on the goal of the email campaign.
In order to obtain the best results and make the necessary improvements, you need to categorize your emails (newsletter, promotional, welcome etc.), then apply the metric separetely for each type.
Make your emails easily scannable,
Create a dynamic content with clear calls-to-action,
The difference between CTR and CTOR is slight, but crucial.
Let's explain both the difference and the importance through an instance;
CTR: 5% CTOR: 50%
Its overall performance is around 5%. The success of the content within the email is 50%.
CTR: 10% CTOR: 20%
Its overall performance is around 10%. The success of the content within the email is 20%.
Increase Email Open Rates with Catchy Email Subject Lines/19 Proven TIPS to Get Your Emails Opened ncrease Email Open Rate: Email Marketing Guide For Beginners (2019) Lifecycle Benchmark for Email Marketing / Analyzed 1,387 Brands