Many email marketers devote all of their effort to attempting to persuade recipients to open their messages. The reality is that this is only half of the struggle. How people respond to your call to action is more essential.
At this point, measuring the click-to-open rate (CTOR) can be beneficial. It allows you to determine how many individuals who open your email actually click on a link in the body of the message.
What is CTOR? How is it measured? And how can it be improved? We will dig into each of these in detail in this piece.
What is Click to Open Rate (CTOR) and Why is it Important?
The click-to-open rate is an underappreciated indicator for determining the relevance of an email. This is because it keeps track of the number of people who open the email and also clicks on at least one link.
What is the Difference between CTOR, CTR, and Open Rate?
- Open Rate: The open rate of an email is a measure that shows the number of persons who have opened the email.
- CTR: The number of persons who click on a link is referred to as the click-through rate (CTR).
- CTOR: On the other hand, click-to-open-rate is the number of unique opens who click on at least one link within your email.
Although these measures are useful, 35.8 percent of marketers stated CTOR is the most significant email marketing indicator they track.
Ways to Improve your CTOR
- Tell your audience a story: To make your emails more engaging (and, as a result, more probable for readers to click on your links), you must find a way to incorporate your subscribers into the story you’re telling.
- Avoid using anchor links: This is a strategy that is all too simple to forget about. While anchor links save space, a new subscriber may be hesitant to click on them since they are unfamiliar.
- Align your subject line, email copy, and CTA: Incorporating a compelling call-to-action (CTA) into your email is one of the most effective strategies to increase CTOR, along with making your message more engaging and optimizing the subject line.
- Write click-worthy subject line: Because of the subject line, the vast majority of individuals will label the email as spam before even opening it. In order to get individuals to open your email, your subject line should pique their interest and entice them to read on.
- Keep your subject line short: You want the recipient of your email to be able to quickly scan the subject line and get the general idea of what the message is about without having to read or think about it.
- Make your email easy to skim: The majority of individuals are constantly checking their emails on their phones and in between meetings. Because of this, you only have a very brief window of opportunity to capture their attention. In this case, using intelligent email formatting can work to your benefit. Keep your paragraphs brief, and make use of bullets and lists, as well as bolded keywords and headers. Hyperlinks also make your emails more scannable, which helps to enhance your CTOR (click-through rate).
- Use high-quality visuals: If you include images or animated gifs in your emails, be sure that the images are of excellent quality and that they display properly on both PCs and mobile devices.
- Make sure your CTA stands out: A CTA that is both unique and enticing can make a significant difference in enhancing the click-to-open rate. Create a call-to-action (CTA) that is consistent with your brand and generates genuine interest in the viewers.
- Focus on only one thing per email: You must have a single primary goal in mind when writing the email. The following are the reasons why the reader should take the time out of their day to read your email. Don’t waste their time with a slew of pages; instead, be straightforward and short in explaining your value offer. Consider including a call-to-action with a list of next steps to take in order to receive the advantage you’ve promised.
Make sure that everything you send out is clear because the receivers will not open your email if you want to improve the efficiency of your email campaign.