The efficiency of any email marketing campaign depends on many factors like the number of recipients, what proportion of subscribers are engaged, and so on.
This efficiency or lack of it is normally deduced from a variety of metrics notably the Open Rate and also the Click-Through-Rate (CTR) which just but partially measure the extent to which your audiences are engaged.
However, Click-To-Open-Rate (CTOR) leads the pack of metrics if your interest is to get a far better idea of how your email marketing campaign is performing.
This is because CTOR is one of the foremost crucial marketing metrics through which marketers analyze the standard of content so as to know whether it measures up to the expectation of email recipients. Also, how is this even possible?
It is possible because this metric only considers users who open emails and thus people who have an interest right from the start.
Consequently, you’ll find out about measuring CTOR by specializing in the subsequent highlights:
Simply divide the number of unique clicks by the number of unique opens then multiply by 100 to get a percentage.
Now let us determine what is considered to be a healthy click-to-open-rate by observing the typical CTOR from the analysis of a report by Campaign Monitor here below;
The report claims that the highest CTOR which is above 15% is seen in media, retail industries, publishing, and entertainment.
That in contrast, the lowest CTOR which is below 10% is seen in professional services, automotive, food, and beverage.
Despite conclusions therein the above report, it shouldn’t be lost on you that email marketing metrics still depend upon such factors as the size of your business, demographics, your unique value proposition, seasons, your mailing list and etcetera.
Therefore, it’s fine to understand about average data in your industry but it’s better to define for your business, a standard open rate, CTR in addition to CTOR and thus improve your email campaigns supported by the same data. This definitely involves the necessity to adopt a number of the most effective practices to assist in improving your click-to-open-rates like those listed here below;
Use active language in your calls-to-action since they’re an important factor that prompts people to click-through your email and you would need such examples as ‘Shop now’, ‘RSVP’, or ‘Learn more’.
This group won’t read or click through your emails and it’s, therefore, foolhardy to continue sending emails because inactive subscribers are of no use to your business. you’ll be able to best identify inactive subscribers from your email list by segmenting your audience depending on the extent of engagement and you can plan to reach contact them for one last time through a re-engagement email. After which, remove the ones who shall ignore and nurture the ones who opened.
You can superbly try this firstly by collecting user data from which to contact your audience with personalized and relevant emails. Also, it’s advisable to seek out out the extent of engagement of your subscribers, behavior patterns, demographics, and also the stage of the buyer’s journey. Equally important are triggered emails which are excellent at returning clients to buy with your brand.
The best example here is an abandoned cart email flow; which are messages connected in a series whereby each email is automatically sent after a particular predefined period as determined by user behavior. To compose such a message, create an event and place a code to generate on your website, create email templates, establish a series of emails and add previously created templates to each email within the flow.
Given that CTOR checks the effectiveness of email design, it’s necessary to form your emails look trustworthy and professional by:
Make use of ready-made email templates. With SendPulse, you’ll be able to select and send responsive templates in accordance with your goal and customised to your liking
Writing the subject line properly. Avoid excessive use of CAPS and limit your email subject line to the optimal length of fewer than 50 characters including the utilization of emojis
Crafting a perfect footer. a perfect footer should contain contact details of your brand, visible links to the ‘About’ and ‘Private Policy’ on your website, ‘Unsubscribe link’ and ‘Social sharing’ buttons.
Mastering a Mobile-friendly email design. Confine yourself with short subject lines, a single-column layout for simple reading, and optimized images for faster loading with ample white space around CTAs to make it more eye-catching.
Adding an ideal pre-header. this must be there to enhance the subject line while being kept precise and to the point with less than 70 characters.
For the record, it should be noted that click-to-open-rate which is abbreviated as CTOR combines measures of Opens and Clicks to provide an improved idea of how an email marketing campaign has performed.
In other words, you’ll be able to tell from CTOR what percentage of your subscribers who open a given email actually clicked something within the email. Besides, CTOR measures how relevant a given email is to the extent of having the ability to answer the question ‘Did your email marketing campaign effort engage the subscriber enough for them to require that next critical step of developing a relationship with your brand?’ Or ‘Did all the activity just end at the stage of open?’
Whereas plenty of statistics are available through reports from Open Rate, Click-Through Rates, unsubscribe actions, and Conversion Rates, it may be overwhelming to keep a watch on all of them.
However, click-to-open-rate (CTOR) provides quick insight into a campaign’s overall health; just in a single number. In fact, measuring CTOR gives an exact and simple look into how your content is performing by providing you with data based only on subscribers who do the actual opening of your given email.