But this rate can reveal even more insights about your email marketing, helping your team understand how to improve your campaigns. CTOR: Which one is better?Īccording to Echt-Wilson, CTOR is arguably the best metric for measuring an email campaign’s resonance. Use these numbers as benchmarks for your own campaigns. The same report shows that food and beverage brands experience the lowest CTOR at 8.9%. Brands in real estate, design, and construction industries see the highest CTOR averages at 17.7%. A 2020 Campaign Monitor report found that the average click-to-open rate across all industries is 14.3%. Now that you know how to calculate the CTOR, you may want to set benchmarks for your own emails. That’s why the CTOR must only account for unique opens and clicks. You wouldn’t want that subscriber to be counted twice, as that would muddle the data. Then, later that night, they go back to the email and click on it again.
For instance, if one of your subscribers opens your email in the morning and clicks on a link. When using this formula, it’s important to only count unique opens and clicks. This would mean that your CTOR is very high, with the majority of subscribers who opened the email clicking on the links. Twenty subscribers open the email and there are a total of 15 clicks. Let’s use an example: You send an email to 1,000 subscribers. To calculate the click-to-open rate, the formula is simple: You start by dividing the number of unique clicks by the number of unique opens. "Since the only people who see the message are the ones that open the email, it makes sense for us to measure clicks based on those who opened the email." How To Calculate the CTOR "CTOR helps us understand and measure how our email message and CTAs are resonating and performing with our audience," says Ari Echt-Wilson, a Conversational Marketing Manager at HubSpot and former Experiment Head of HubSpot’s Global Messaging Team. Most email marketers prefer measuring engagement against CTOR because this metric only accounts for the recipients who opened and read their emails.Īt HubSpot, our email marketing team measures their campaigns’ engagement against CTOR because it’s a clear indicator of resonance. A click-to-open rate measures the percentage of unique recipients who clicked on a link after opening your email.
0 kommentar(er)
