CTOR: Email Marketers’ Sleeper Metric



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

CTOR takes a series of singular clicks and divides it by a series of singular opens and afterwards multiples that series by 100 to interpret it into a percentage, Olson explains, so providing some-more information to a marketer than a customary metrics such as deliverability, open rate, click-through, conversion, and unsubscribe. “What it tells we is simply this,” she writes. “Of a subscribers who non-stop a email, how many clicked.”

Lyris Also Lauds CTOR

Lyris creates a identical indicate in this post.  It records that CTOR measures:

  • Relevance of a summary content
  • Effectiveness of offers
  • Effectiveness of a copy
  • Effectiveness of a summary pattern and layout
  • Timeliness and immediacy of a calm or offer
  • Effectiveness of a series and plcae of content and picture links
  • And to some extent, a turn of trust recipients place in a code and value proposition.

Diagnostic Tool

However, Lyris goes on to say, CTOR’s biggest value competence be as a evidence apparatus for email messages. “For example, if we review a CTOR opposite ISPs, pivotal domains or patron segments we competence expose intensity issues or trends that need to be addressed.”

1 in 4 Commercial Emails Did Not Reach Inbox in H2 ’11

Something is clearly not working, or stopped working, for email marketers, possibly it is a metrics they use or other strategies. According to a ReturnPath Mar 2012 study, globally, only 76.5% of blurb emails reached their dictated inbox in a second half of 2011, down from 81% in a initial half of a year.

The remaining roughly 1 in 4 emails that did not strech a inbox wound adult possibly in a spam/junk folder (8.7%) or were blocked by ISP-level filtering (15.1%).

Three Reasons Why

ReturnPath forked to 3 reasons for what it believes is behind a drop. ISPs are being most some-more difficult with filtering and blocking. Some marketers’ sender reputations are deteriorating and consumers are pang from email overkill and holding actions that negatively impact sender’s reputations. “There is however extensive event here for intelligent marketers to kick their competitors by monitoring their reputation, digging into and unequivocally bargain deliverability information and staying forward of a deliverability curve,” it concluded.


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