What Is Click-to-open Rate?
CTOR or click-to-open rate is the percentage of people who clicked on any of the links in your emails from the people who opened your emails. It's simply unique clicks divided by unique opens.
Don't mistake CTRO for the percentage of clicks from all of the emails delivered. People who don't open the emails will obviously not be able to click on any clicks.
CTOR is an indication of how engaging and persuasive your email is. If you get your readers to take action and click on clicks, that means your design, content, layout, copy, etc of your email is working.
How Is Click To Open Rate Calculated?
The formula for CTOR is: (unique clicks/unique opens)*100
For example, if your campaign got 1000 clicks but the email was opened by 2500 people, then CTOR is: (1000/25000)*100 = 40%
What Is The Average CTOR?
The average CTOR that you will find being mentioned on the internet is 20-30% but the sources are probably not up-to-date and no one really knows that's the source or timeline of this data.
So instead of giving you a random number to chase for your own campaign's CTOR, we will suggest you create your own benchmark CTORs for content, promotional, transactional or launch campaigns.
How can you do that?
Every time you send out an email, note down the CTOR after a week of sending that email.
Once you have data of 2-3 months, calculate the average of the CTORs for different types of campaigns. Those are the numbers you compare with from then on.
But don't compare the ACTOR of the welcome sequence to the promotional campaigns. It would be drastically different. That's why you categorize your emails and then calculate the CTOR for each type.
Tips to Increase the Click-to-open Rate
1) Deliver relevant, good content
If you are not getting engagement on your emails and people are not clicking any of the links, you should check if your content is relevant to your target audience.
Does your audience want to read further or learn more by clicking on the links? If you are not sure, talk to your customers about what they would like to hear. You can do a survey or poll if getting on interviews is not possible.
2) Create scannable emails
If your emails are long, un-easy to read or have a lot of content, it can overwhelm the reader. They wouldn't know where to click or what action to take.
People are busy! They don't have time to figure out what to do. It should be intuitive, quick, and easy.
So create emails that can be scanned quickly. Few tips to do that:
- Use bullets, paragraphs, and formatting that makes your email easy to read through
- Create short, choppy copy
- The layout should not be confusing. Use simple block structure
- Differentiate different sections with different colors or headlines
3) Optimize your CTAs
If your content is valuable & the emails are scannable the next thing to optimize is CTA. Your CTA should be optimized for:
- Placement: Your CTA should ideally be sprinkled throughout the email if it's a long email. If not, just add a bold CTA at the end of your email so people have the context of why you want them to take a particular action.
- Copy: The copy of your CTA should relate to the action you want people to take. Do you want them to go read your blog? Say 'read more here.' Do you want them to sign up for a demo, say 'Signup for a free demo here'. Make your copy obvious and action-oriented.
- Color: If it is a text CTA, make the color of your link obvious to make it look like a link. Stay consistent with that color in all your company emails. If it's a button, make sure that it stands out from the rest of the email.
4) Use responsive email templates
People read emails not just on desktops but also on mobiles, iPads, tablets, etc. The size of these devices varies so your email has to adapt to each size and device type.
Create emails that adapt the design, font, and placement of different elements based on the device they are being read on.
It looks hard to code for all kinds of scenarios.
But luckily, you can find responsive templates with email marketing softwares. For example, SendX has a collection of 25+ email marketing templates for different industries and scenarios.
5) Segment your audience list
Segmentation is categorizing your audience based on certain behaviors or aspects and sending only the emails relevant to them.
If you were to send an email offering a discount on women's clothing to 10 men and 10 women, what do you think the ACTOR would be?
Let's say no man was interested in that offer (which is highly likely) & only 5 women liked it, so your CTOR would be = 5/20 = 25%
And I am sure a few men would unsubscribe from this after feeling that your emails are not relevant to them.
Now imagine, if you had sent that email to only the women audience for whom it was relevant. Your CTOR would be = 5/10 = 50% !
See the difference?
If you categorize your audience based on demographic, purchase history, or engagement rates you can send targeted emails and increase your CTOR while also decreasing your unsubscribe rate.
6) Test what works for your audience
Build a hypothesis on what might work with your audience and then test it out.
To improve CTOR, you can test the time of sending emails. If you are interacting with B2B clients, it might be helpful to send emails during workdays instead of weekends.
You can also test out different types of CTAs, the number of CTAs, and even the length of content. It's possible that people need to read more of your content in emails to be convinced and take action.
Take advantage of the fact that you can measure results.
Ultimately, it's about keeping your audience engaged and building trust by delivering the right content to them. And CTOR helps you quantify your efforts.
If it's increasing as your list increases, you are doing something good. If it's decreasing slightly as your list increases, don't worry. It can go down a bit with an increase in subscribers. But if it's going down constantly or without any reasoning… you need to draw out insights and take actions to fix it.
Hope this post helps you make data-driven decisions and actions to improve the ROI of your email marketing efforts.