Since email marketing became a legitimate marketing channel in the 1990s, email marketers have largely measured their performance based on two metrics: open rate and click-through rate. The open rate measures the percentage of recipients who opened your email, which helps you measure the performance of your subject line and preview. Your click-through rate (CTR) measures the percentage of recipients who clicked on the links in your email versus the total number of subscribers who received the email.
This means that a low open rate can dilute your click-through rate, even if a large percentage of the recipients who opened your email clicked on your website. With this in mind, your click-through rate may not be the best indicator of engagement. So how do you accurately measure the actual engagement levels of your email campaigns? Enter the click-to-open rate, or CTOR.
<h2>What is a click-to-open rate (CTOR)?</h2> A click-to-open rate measures the percentage of unique recipients who clicked on a link after opening your email. Most email marketers prefer to measure engagement with CTOR because this metric only takes into account the recipients who opened and read their emails. At HubSpot, our email marketing team measures your campaign engagement with CTOR because it is a clear indicator of resonance. "CTOR helps us understand and measure how our email message and CTA resonate and work with our audience," he says. <a rel="nofollow noopener" target="_blank" href="https://www.linkedin.com/in/ariechtwilson">Ari Echt-Wilson</a>, Conversational Marketing Manager at HubSpot and former Lead of Experiments for HubSpot's Global Messaging Team. "Since the only people who see the message are the people who open the email, it makes sense for us to measure clicks based on those who opened the email."
How to calculate CTOR
To calculate your click-to-open rate, the formula is simple: start by dividing the number of unique clicks by the number of unique opens. Then multiply that number by 100. The answer is your CTOR. Let’s use an example: send an email to 1,000 subscribers. Twenty subscribers open the email and there are a total of 15 clicks. This is how the CTOR is found: (15/20) x 100 = 75%. This would mean that your CTOR is very high, with the majority of subscribers opening the email clicking on the links. When using this formula, it is important to count only unique opens and clicks. For example, if one of your subscribers opens your email in the morning and clicks on a link. Then later that night they go back to the email and click it again. You don’t want that subscriber to be counted twice as that would confuse the data. This is why CTOR should only consider unique opens and clicks. Now that you know how to calculate CTOR, you may want to set benchmarks for your own emails. TO 2020 Campaign Monitor Report found that the average click-to-open rate across all industries is 14.3%. Brands in the real estate, design and construction industries see the highest CTOR averages at 17.7%. The same report shows that food and beverage brands experience the lowest CTOR at 8.9%. Use these numbers as benchmarks for your own campaigns.
CTR vs. CTOR: Which is better?
According to Echt-Wilson, CTOR is possibly the best metric to measure the resonance of an email campaign. But this rate can reveal even more information about your email marketing, helping your team understand how to improve your campaigns. “If an email is never opened, then it is difficult to understand how we can move the needle in terms of engagement,” he says. Tova Miller, Senior Marketing Manager and former Demand Generation Marketing Manager at HubSpot. However, click-through rate is still a valuable metric to track, especially when you need a holistic view of your email performance. “I analyze click-through rates to get a high-level understanding of my overall email performance,” he says. Jordan pritikin, Email and Growth Marketing Manager at HubSpot. “Since CTR takes into account deliverability, subject line performance, and performance of your email content, it’s a good metric to consider when I need to take a quick look at the overall performance of my email. electronic”.
How to improve your CTOR
Whether you’ve been tracking your CTOR for a while or planning to get started, there will always be room for improvement. Here are some steps you should take to improve your CTOR:
1. Use CTA buttons.
A good email has a few elements: engaging text, engaging images, and compelling calls to action. And in a text-filled email, call-to-action buttons catch the eye. You can use text-based calls to action, such as “Click here for more information.” However, some data reports suggest that buttons can generate higher click-through rates. In an A / B test, Campaign Monitor saw a 28% increase in conversions using a button instead of a text link. Here are some tips to keep in mind when using buttons: Keep your message short – one to three words. Use action-based verbs such as “learn”, “discover”, “search” and “begin”. Place your CTA after submitting the offer, not before. Lastly, your call-to-action button should be prominent enough to stand out, but not so large that it hinders the overall user experience. If you are not sure, make a strabismus test to make sure it’s okay.
2. Re-evaluate your offers.
One of the reasons your click-to-open rate may be low is because your offers don’t align with the interests of your audience. You may find that subscribers are opening your email, but as they scroll, none of the links attract them. There are a few ways to go about this: Segment your email list – This will ensure that you deliver emails that really interest your subscribers. Your potential customers shouldn’t receive the same emails as your customers. They are at different stages of the funnel and may have different motivations. Submit a survey: If you’re not sure what offers your audience wants to see, who better to ask than the source itself? You can also include link triggers in your email survey that can segment your subscribers based on their responses.
3. Stick to a CTA.
There are a few tactics you can use when it comes to email calls to action. Some brands prefer to employ multiple CTAs in their emails, leaving subscribers to click on the one that is most interesting to them. You will see this often in emails for retail deals. The idea is that more calls to action equal more opportunities to increase CTR. One drawback of this approach is option overload. It occurs when consumers have a hard time making a decision because they are faced with too many options. With this in mind, consider testing a single call to action. If there is only one action desired, you can increase your CTOR using this focused method. However, keep in mind that this approach may not be appropriate for all campaigns. Experiment, test A / B, and adjust as needed.
Email marketing is always adapting
Email marketing may be one of the most established marketing channels in the digital age, but it is always adapting. Click-through rate reigned as the top engagement metric for most of email marketing history, but click-to-open rate is proving to be much more revealing and insightful than its predecessor.