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CTOR (Click-to-open rate)

You've crafted a killer email campaign for your online store. You hit send, and… crickets. Sure, some folks open it, but then nothing. No clicks, no conversions. What gives? The problem might lie in your Click to Open Rate (CTOR), a metric nestled in the eCommerce Glossary that’s crucial for understanding how engaging your email content truly is. This guide will help you grasp CTOR, show you how to calculate it, and offer tips to turn those clicks into conversions.

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What is click to open rate (CTOR)?

If you're running email marketing campaigns, you probably monitor the number of people who click on your links. But not all clicks are created equal, and that’s where the click-to-open rate (CTOR) comes in. Unlike click-through rate (CTR), which looks at clicks based on the total number of emails sent, CTOR only considers the number of people who opened your email. In other words, it measures how many engaged readers took action after opening your email.

Why CTOR matters more than you think

Not every email you send will be opened. Some land in spam, some get deleted without a second glance, and some just collect dust in an overflowing inbox. That means CTR, while useful, can be a bit misleading. It includes emails that never got read in the first place. CTOR zeroes in on the audience that engaged with your email. By focusing on those who took the time to open it, you can get a clearer picture of how compelling your message was.

How to use CTOR to improve your campaigns

Since CTOR measures engagement from those who opened your email, it can help you refine your email content:

Are people clicking on your CTA? If not, maybe the link isn’t clear, or the offer isn’t enticing enough.
Do specific email topics get more engagement? You can use this data to shape future campaigns.
Are your visuals and layout working? Testing different email formats can help you see what drives more clicks.

How do you calculate click to open rate?

The click-to-open rate (CTOR) is a key metric in email marketing that shows how effective your email content is at engaging readers.

Calculating it is simple.

You’ll want to take the number of unique clicks, divide it by the number of unique opens, and multiply by 100. This gives you a percentage of how many people who opened your email clicked on something inside it.

What exactly are unique clicks and unique opens?

When we talk about unique clicks and opens, we mean individual actions. Unique clicks count the number of recipients who clicked a link in your email, but only once per recipient. Unique opens work the same way, counting how many different recipients opened your email, also just once per person. This avoids inflating numbers when someone opens the email multiple times or clicks a link more than once. You get a clearer picture of authentic engagement.

Strategies for improving click-to-open rate

Personalization in emails isn’t just a trend; it’s a necessity. Use subscriber data to craft:

Subject lines
Greetings
Content

That resonates with individual preferences and behaviors. Imagine receiving an email that feels like it was written just for you. That’s the power of personalization. Segment your audience based on demographics, purchase history, or engagement levels to send targeted messages. This approach increases the chances your subscribers will click through, as the content is more relevant to them.

Tap, don’t click: Optimizing emails for mobile

Mobile optimization is non-negotiable. With a massive chunk of emails opened on smartphones and tablets, your design must be responsive. This means it should look good on any screen size. Keep subject lines short to ensure they display correctly on mobile devices. Use large, tappable buttons instead of tiny text links. This makes it easier for users to navigate and click through, boosting your click-to-open rate.

A/B testing: Experiment for success

Testing different elements of your emails can help you discover what resonates with your audience. For example, you can try out different subject lines, CTA placements, or even the tone of your messaging. A/B testing allows you to experiment with variations and refine your approach based on real engagement data. This iterative process helps you identify what works best for your audience and improves your click-to-open rate.

Timing is everything: Send emails when they’re most likely to be opened

Sending emails at the right time can significantly impact engagement. Look at your past email performance to see when your audience is most active, and schedule emails accordingly. Experiment with different send times and days to find the sweet spot for maximizing opens and clicks. This strategic approach ensures your emails are seen when your subscribers are most likely to engage.

Build trust: Consistency is key

Building trust with your audience is crucial for maintaining engagement. If subscribers view your brand as reliable and valuable, they’ll be more likely to open and click. Stick to a consistent sending schedule, avoid spammy language, and always provide high-quality, relevant content. This approach helps establish your brand as trustworthy, encouraging subscribers to engage with your emails regularly.

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