The metric in Email Marketing reports you should watch: CTOR
Tags: Email Marketing, B2b Marketing, Lead Generation, Metrics, Click Rate

The metric in Email Marketing reports you should watch: CTOR InFynd Apr 6·3 min read

Communities and marketers most frequently share insights on techniques and best practices for generating audience growth. Marketing is perhaps one of the few sectors you can google or search advice for when it comes to executing strategies and growth ideas for your company. In many ways, marketing is a sector open with information that helps organizations and teams in their quest to bring in or distribute value.

We may most commonly see general tactics in marketing for best channels to market through or how to structure email campaigns. For example, we’ve discussed email marketing techniques in our blog on Email Marketing. However, the tips for best marketing practices you may be searching for can also be found right in the analytics of your campaigns. Because reports in digital marketing are just as critical as the ideas going out, insight on what’s coming in deserve scrutiny as well. Understanding the metrics evaluated from the labor of marketing can help boost your companies ROI.

The Key to CTOR

For small businesses in particular, email click-to-open rates are an important metric to evaluate and keep an eye on. CTOR is not as widely discussed as open and click rates and it is a different metric from the other two. The click-to-open rate of your email campaign is the rate at which your recipients have responded to the campaign by actively clicking the email to open and engage with it in some way. The rate is calculated as the percentage of people who click to open your email and if you’re just starting out, it will be important to evaluate what your ideal target for this rate is before sending out your campaigns. To get an idea, the average rate to aim for is between 20% and 25% of your recipients but can also vary depending on your industry as well.

Craft your formula.

You can better formulate your targets when developing your call to action. As the click to open rate will likely be influenced by the effectiveness of your CTA, ensure that it is to the point and concise for the user engaging with the email. If readers can skim through your content, this will be much more effective. You might notice that major companies like Starbucks and Uber have their email marketing formula perfected with concise content triggering more engagement. Not only will a strong formula for a campaign help your CTOR, but you will restore value in your business by targeting your audience with better content.

Bring benefits.

It is also important that you make clear what you can offer your recipients. It’s likely that there is not much time to capture their attention so ensure that what you can bring to readers is stated immediately. Using images and good design largely impacts this piece of the emails formula. If it is not strong, it could be a big indicator as to why your audiences engagement is minimal.

Your CTOR will show a true reflection of your marketing practices. Be sure to take advantage of what this analysis is saying to you to generate the best outcomes for your marketing initiatives. With email marketing being one of the main avenues for reaching your companies audience, be sure to check out more marketing insights on https://infynd.com/blog/