Click to open rate (CTOR) is the measure of who opened your email, and clicked on a link inside your email copy. One of the significant and essential metrics to measure, click to open rates helps you understand how interesting your campaign was or what improvements you should make to engage your subscribers.
Track this metric closely across all/or each email campaign (if you send different types of email) to analyze and make improvements to your content marketing strategy.
How are Click to Open Rates Calculated?
Click to Open Rates are essentially the comparison between the number of clicks and number of opens.
Let us say, you got 120 clicks and 150 opens then your CTOR is 80%. While average CTR ranges between 20% - 30%, this is bound to change depending on your industry. Check this chart from Campaign Monitor, which examines CTOR across different industries.
Why should you measure CTOR?
CTOR is the best metric to understand how your content is performing. A subscriber would want to click on your CTA only if the copy has been relevant or attractive. So, higher the CTOR better is your email copy.
In addition to content, other factors like the quality of your email list, email address of the sender and the day/time you send the email also influence CTOR.
How to improve Click to Open Rates?
Here are a few quick tips to optimize your CTOR.
Personalize your emails
Emails can be personalized by doing subtle things like addressing the recipient with their first name in the copy. On a macro level, you can send targeted emails based on subscribers' recent actions e.g. send a reminder to buy when someone leaves items in the cart without making a purchase.
Deliver good content
This is obvious but email marketers often miss this.
Deliver the content that you promised them when they signed up.
If you have an offer, don't be pushy and bonus points if you can give value before asking for a sale. Before you hit send, think about whether you would like to receive such an email in your inbox.
Optimize your CTAs
Every email has a goal - to get readers to sign up for a giveaway, read your blog, or check out your product. Your CTA should be optimized for:
- Copy: Tell the readers exactly what to do e.g. 'Click Here to Read The Blog' or 'Download The Marketing Guide Here''. Instead of assuming that the reader knows that will happen when they click a button, be proactive and tell this clearly.
- Placement: Put it above the fold so that it's visible right when the email is opened. Repeat it a couple of times in your design and text.
- Design: It can be either plain text with a color different than your regular text or it can be a button. If it's a button, make it distinctly visible in contrasting colors and ample space around it.
People open emails on all kinds of devices - their mobile phones in the morning, iPad if they are sitting in a cafe or on desktop at work. So the template you choose for your email should be adaptable to any device size and email client. If email is not readable or images are too tiny or too big on any device, then readers will not bother checking back on it and hence will not take any action.
SendX provides 25+ free responsive email templates for you to choose from.
Make your emails scannable
With hundreds of emails lying unread in the inbox and attention span decreasing, no one is reading everything that you write in an email. So, make your emails scannable, that is, if someone is just glancing through it, they get the main point of your email - whether it is an offer, a new blog, or a new product feature.
- Break down your email into sections separated by dividers or headings
- Use bullet points or numbered list in your copy
- Highlight the keywords by making them bold
- Use images to break down the copy-heavy emails
Mountain Hub Email is a good example of how I don't have to read the copy to know that this is about joining their community -- email is scannable because of the big image and bold heading over it.
Segment your audience list
Observe your subscriber’s behavior and send an email that they would want to read/respond to.
Review and compare your CTOR across campaigns
This will help you gauge how relevant your content is towards the campaign. If your CTOR is high, then you can be confident that you're providing quality content and offering to your audience. However, if it’s low then it's time you take a relook at your content marketing strategy.