How Do You Measure CTOR?

Discussion in 'Noob Central' started by roundabout, Aug 28, 2013.

  1. roundabout

    roundabout VIP

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    Is Your Content Effective? Click-to-Open Rate Spills The Beans

    CTOR is calculated by dividing the number of clicks by the number of unique opens, and then expressing this ratio as a percentage. Basically, you're saying: of the recipients who opened the email, how many clicked.

    As an example, say you send your email to 100 recipients. On average, your email will receive about 20 opens (an open rate of 20%) and about 3 clicks (click rate of 3%). This would give you a CTOR of 15%.

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    If your email received more clicks, say 6, while opens remained the same, your CTOR would rise to 30%

    You would also experience this CTOR if only 10 people opened your message, but the number of clicks remained the same.

    CTOR often tracks proportionally to CTR, especially if your open rate remains steady. However, with CTOR, you can get a clear picture of campaign engagement, even while opens peak or plummet.

    What Makes CTOR Useful?

    Unlike click rate, or click-through rate (CTR), CTOR neutralizes the effect of factors that influence open rate, such as subject line and sender reputation. You're simply looking at recipients' reaction to your email content.

    Plus, when considered along with other metrics, CTOR provides a more complete picture of what's going on. For instance, let's say your message experienced a low open rate, but a high CTOR. In other words, very few recipients were persuaded to open your email, but for those who did, the email's content and creative hit home. Apart from success with your content, this scenario may also suggest weakness with your subject line or sender reputation. Furthermore, it could indicate that your list would benefit from greater segmentation.

    You can also measure clicks per link while tracking CTOR and infer patterns based on link design and location, as well as specific call-to-action and nature of implementation (buttons, product photos, text links). Perhaps you observe that your CTOR spikes when you include image links to featured products. Information like this allows you to adjust your content, layout, and offers for optimal performance.

    CTOR Benchmarks and Industry Standards

    According to Marketing Land's Cara Olsen, a good CTOR can vary between 20% to 30% for promotional emails, and 30% to 40% for triggered campaigns (emails sent via auto responders). However, for best results, you should set your own benchmarks for CTOR per type of campaign — i.e. newsletters, triggered campaigns, promotional campaigns, transactional emails, email in series, etc.

    You can also compare your click-to-open rates against the industry standards within MailerMailer's Email Marketing Metrics Report. However, keep in mind that we do not distinguish between types of campaigns.

    According to our report findings, industries with the top three CTORs included Recruitment and Staffing (49.1%), Security and Law Enforcement (39%), and Deals and Coupons (26.2%). Meanwhile, Restaurant, Bar and Night Club (5.2%), Architecture and Construction (6.1%), and Healthcare (6.6%) netted the lowest CTORs.

    [​IMG]

    As you can see, most industries (77.1%) scored an average CTOR below 20%. A low CTOR may suggest one or more of the following:

    The offers within the message are not appealing enough.
    The number of links is too low.
    The links or clickable areas are not obvious enough.
    The content is low quality or lacking relevancy.

    Disclaimer: No Metric Is Perfect

    CTOR depends on open rate, so, by nature, it's an approximation. To track opens, a small transparent image is embedded in outgoing emails. When a recipient's email client requests that image, an open is recorded. If the recipient fails to enable images, the email client won't request the image. In that case, an open will not be recorded, regardless of whether the recipient opened the email or even clicked links within it. As ClickZ's Derek Harding acknowledges, CTOR perpetuates the inaccuracy of open rate calculations.

    Nevertheless, as long as CTOR is reported consistently, you'll be comparing apples to apples and will have a reliable indication of campaign effectiveness.

    Source:
    http://blog.mailermailer.com/email-...effective-click-to-open-rate-spills-the-beans
     
  2. DKPMO

    DKPMO VIP

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    That's an obvious metric, but I believe way too many people do not measure anything and just throw shit at the wall

    :dontknow:
     
  3. BigEricBug

    BigEricBug VIP

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    Shit thrower !! :hello:
     
  4. ibro

    ibro Banned

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    I am kinda new to email marketing and but I did read a lot about it. I think it is good method to know how many email openers actually click their link.
     
  5. devlin

    devlin Banned

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    Yes It seems a like a very relevant metric and also very effective to gauge content.
     

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