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MarketingVOX – CTOR: Email Marketers’ Sleeper Metric

MarketingVOX – CTOR: Email Marketers’ Sleeper Metric

MarketingVOX - CTOR: Email Marketers' Sleeper Metric

By: MarketingVOX

Click-to-open rate, or CTOR, is an essential email marketing metric that many marketers overlook,writes Cara Olson for Marketing Land. Olson is director of Digital Direct/eCRM at Digital Evolution Group,  a full-service digital consultancy based in Kansas City.

CTOR takes the number of unique clicks and divides it by the number of unique opens and then multiples that number by 100 to translate it into a percentage, Olson explains, thus providing more data to a marketer than the standard metrics such as deliverability, open rate, click-through, conversion, and unsubscribe. “What it tells you is simply this,” she writes. “Of the subscribers who opened the email, how many clicked.”

Lyris Also Lauds CTOR

Lyris makes a similar point in this post.  It notes that CTOR measures:

  • Relevance of the message content
  • Effectiveness of offers
  • Effectiveness of the copy
  • Effectiveness of the message design and layout
  • Timeliness and immediacy of the content or offer
  • Effectiveness of the number and location of text and image links
  • And to some extent, the level of trust recipients place in a brand and value proposition.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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