Talk with a deliverability expert

No need to flee, it's totally free

How to increase Click to open rate (CTOR)?
Inna Sabada
by Inna Sabada
How to increase Click to open rate (CTOR)?

What does the term 'email bounce rate' mean, and why is it important for email marketing campaigns?


Are you struggling with low click to open rate (CTOR) in your email campaigns? 


You're not alone - it's a common problem among email marketers. But don't worry, there are several things you can do to optimize your emails and increase CTOR. 


In this blog post, we'll look at how segmentation, personalization, layout optimizations and more can help improve the results of your emails. 


Read on to learn how to increase CTOR quickly and effectively!



What is Click to open rate (CTOR)?


Click-to-open rate (CTOR) is a metric used in email marketing that measures the number of clicks on a link or links in an email, relative to the number of unique opens of the email. In other words, it's the percentage of recipients who clicked on a link in an email after opening it.


The CTOR is calculated by dividing the number of unique clicks by the number of unique opens and multiplying the result by 100. CTOR is a more accurate metric than click-through rate (CTR) because it measures the engagement of the recipient with the content of the email, rather than just the number of clicks.


A high CTR indicates that your email campaign was successful. However, if the CTR is low, it is not necessarily a failure, you just need to make some changes. Do not forget that the average CTR will depend on the business area, as well as on the purpose of the email campaign, and the nature of the letter. B2C mailing list tends to have a low CTR, in the range of 2-3%, while in B2B this figure reaches 5%. Transactional emails have a higher CTR.



How to calculate CTOR?


CTOR = (number of users who followed the links/number of open letters) * 100%



How to increase CTOR?


There are several strategies you can use to increase your click-to-open rate (CTOR) and improve the effectiveness of your email marketing campaigns. Here are some tips:


Personalization: Use recipient data to personalize your emails with relevant content and offers that match their interests and preferences.


Segmenting your list: Divide your email list into smaller groups based on characteristics such as demographics, interests, and behaviors, and tailor your emails to each segment.


A/B testing: Test different email subject lines, content, design, and calls-to-action to see what works best for your audience.


Clear and compelling call-to-action (CTA): Make sure your CTAs are clear and prominent, and that they match the recipient's expectations based on the email content.


Use social proof: Incorporate social proof in your emails, such as customer testimonials, user reviews, or social media shares, to build trust and credibility with your audience.


Optimize email design: Make sure your email design is visually appealing, mobile-friendly, and easy to read, with a clear hierarchy of information.


Frequency of sending emails: Sending too many emails too often can lead to lower CTOR. Try sending emails less frequently and make sure you're only sending emails that provide value to your audience.


Clean and maintain your list: Regularly remove inactive subscribers and keep your email list clean to ensure you're only targeting engaged recipients.


By implementing these strategies, you can increase your CTOR and improve the overall effectiveness of your email marketing campaigns.



Click to Open Rate vs Click Through Rate (CTOR vs CTR)


Click-to-open rate (CTOR) and click-through rate (CTR) are two different metrics used in email marketing to measure the performance of an email campaign.


CTO measures the percentage of unique clicks on a link or links in an email relative to the number of unique opens of the email. It measures the engagement of the recipient with the content of the email, regardless of how many links were in the email. CTOR is generally considered a more accurate metric than CTR because it takes into account only those who actually opened the email, which is a more qualified group.


CTR, on the other hand, measures the percentage of clicks on a link or links in an email relative to the number of total recipients of the email, including those who did not open it. CTR can be useful to measure the effectiveness of your email list, as it takes into account everyone who received the email, even those who did not open it. However, it can be less reliable than CTOR when it comes to measuring the effectiveness of the email content itself.


Both CTOR and CTR are important metrics to track in email marketing, as they provide insights into the effectiveness of your email campaigns. By monitoring these metrics and optimizing your email campaigns accordingly, you can improve engagement and conversions from your email marketing efforts.




🔹 As you can see, there are a plethora of ways to improve your Click to open rate. 


Implementing any of the suggestions in this blog post could make a huge difference for your business. But like anything else, increasing your CTOR is a process and it will require patient experimentation with each approach. 


Moreover, you have to get creative and think outside the box while leveraging technology as much as possible. The key is staying ahead of industry trends and keeping up with what works best for users in terms of email engagement. 


So make sure to continually modify strategies when data proves that changes should be made in order to maximize your CTOR and keep customers satisfied!



You may be interested - 14 Tips for Writing an Email Subject