Performance analysis of your campaigns is a crucial part of marketing. When it comes to email marketing, the core metrics that most people track are open rates and click-through rates.
Tracking open rates is a must. The more people open your emails, the higher the chance of conversion.
However, rather than tracking click through rate (CTR), many are often considering tracking click to open rate (CTOR) instead.
Today, we will look at click through rate vs click to open rate and determine which one should you track to get the best performance analysis.
Let’s begin.
What is Click-Through Rate?
Click Through Rate (CTR) measures the percentage of recipients who clicked on any given link within an email.
It’s an important metric in email marketing, showcasing the effectiveness of your email content and call-to-action (CTA) in prompting actions from your audience.
How To Calculate Email Click-Through Rate?
CTR is calculated by dividing the total number of clicks on links within an email by the total number of delivered emails, then multiplying the result by 100 to get the percentage.
Formula:
CTR = (Total Link Clicks / Total Delivered Emails) x 100
For example, if 1000 emails were delivered and 100 recipients clicked on the links in the email, the CTR would be 10%.
A high CTR suggests that the content and call-to-action in the email are compelling and relevant to the audience. On the other hand, a low click-through rate means that your email is not clear or persuasive enough. A CTR also helps in evaluating the effectiveness of different elements such as subject lines, CTAs, and overall content within the email.
What is the Click To Open Rate (CTOR)?
Click To Open Rate measures the percentage of email recipients who clicked on a link in the email, relative to the number of recipients who opened the email. This metric provides insights into the effectiveness of the email’s content in capturing the recipient’s interest after they have opened the email.
How To Calculate Email Click To Open Rate?
CTOR is calculated by dividing the total unique clicks by the total unique opens and multiplying by 100 to get the percentage.
Formula:
COTR = (Unique Clicks/Unique Opens) × 100
Suppose you send out an email campaign to 500 subscribers. Out of these, 400 subscribers open the email, and 100 of them click on a link within the email. In that case, your COTR would be (100/400) x 100 = 25%, indicating that 25% of the recipients who opened the email also clicked on one or more links.
Factors Influencing CTR and CTOR
Several factors influence both Click-Through Rate (CTR) and Click-To-Open Rate (CTOR) in email marketing campaigns.
i. Email Subject Line
The subject line directly impacts open rates. An intriguing subject line can entice recipients to open the email, thus affecting both CTR and CTOR.
If emails aren’t opened, there is no chance of clicks. Hence, the lower the open rate the lower the CTR.So, a low CTR could also mean poor subject line. Hence, you need to observe both the open rate and click-through rate simultaneously to understand if the issue really is the subject line or the email copy.
However, CTOR works with opened emails only. Hence, a low CTOR means a poor email body.
ii. Call to Action (CTA)
A clear and compelling call to action in your email helps to push the recipient to take action. This means that the clarity and positioning of your CTA within the email influence both CTR and CTOR.
Direct action-oriented phrases like “Shop Now” or “Get It Now!” can drive clicks.
iii. Email Content Relevance
Content relevance is a key driver of engagement in email marketing. Relevant content that aligns with recipients’ interests leads to higher engagement. Providing valuable information and aligning it with subscriber preferences impacts both CTR and CTOR.
Relevant content also reduces the chances of subscribers unsubscribing, maintaining a healthy and engaged audience over time.
iv. Design and Layout
Visually appealing emails that align with a brand’s aesthetics can capture attention and entice users to engage. High-quality images and a professional layout contribute to a positive first impression, potentially increasing click rates.
If the design continuity is maintained, users are more likely to have a positive experience, contributing to a higher CTR and CTOR.
v. Personalization
Personalized elements and dynamic content that cater to the recipient’s interests or past behavior can boost engagement.
You may send out personalized recommendations and indicate to their past purchasers to make the customer feel special.
At the same time, addressing recipients by their name, greeting them on their birthdays and special events, and offering solutions to their pain points are great way to connect with them.
Personalization helps with high CTR and CTOR.
vi. Email Sending Time
Optimizing email sending time is important when you are collecting leads for a long time. If you send an email to people at 3 AM, chances are most of them will not open the email at all.
Rather, sending it early morning, or during the afternoon after lunch are ideal times to send emails for higher opens, i.e. higher click rates.
vii Email Frequency
The frequency of your emails is another important factor you should worry about.
If you send too many emails in a short span of time, initially, you will notice high open rates but with low click rates. But eventually, you will notice fewer and fewer emails opened and increasing unsubscribe rates.
So, unnecessarily high email frequency will annoy your subscribers and impact all your email metrics negatively.
Key Differences Between Email Click Through Rate and Click To Open Rate
| Aspect | Click Through Rate (CTR) | Click To Open Rate (CTOR) |
| Calculation | Total clicks divided by the number of delivered emails | Total clicks divided by the number of unique email opens |
| Focus | Indicates the effectiveness of the call-to-action (CTA) and overall engagement | Reflects the engagement with email content regardless of the number of links clicked |
| Influence of Open Rate | Doesn’t consider unique opens | Considers unique opens as the denominator for calculation. |
| Measurement of Engagement | Measures the performance of the email in driving clicks | Measures how engaging the content is after it’s opened |
| Affected by Link Placement | Affected by the number and placement of links | Not influenced by the number of links; focuses on engagement within the opened email |
| Purpose in Assessment | Helps in evaluating the success of the CTA | Assesses the relevance and appeal of email content |
When To Prioritize Click Through Rate vs Click To Open Rate
While a lot of marketers argue whether to prioritize CTR or COTR, the decision depends on your specific campaign goals and the insights you seek. It’s often beneficial to leverage both metrics in conjunction for a more comprehensive understanding of your email performance.
When aiming for actionable engagement, such as driving sales or registrations, prioritize Click-Through Rate (CTR). It indicates the percentage of recipients who not only opened the email but also took the desired action by clicking on a link. CTR is also crucial when evaluating the overall effectiveness of an email campaign or testing creative elements like button colors or imagery.
On the other hand, prioritize Click-To-Open Rate (CTOR) when emphasizing content relevance and ensuring your email resonates with the audience. CTOR reflects the percentage of opened emails resulting in clicks, focusing on the efficiency of the transition from open to click and optimizing user experience.
But, in short, between click through rate vs click to open rate, there is no reason to track only one of them. It’s safe to say you should track both as they both will help you enhance various areas of your email marketing campaigns.
Best Practices to Improve Email Engagement Metrics
No, let us look at a few best practices that you should follow to improve email engagements.
i. Craft compelling subject lines and CTAs for higher click rates
Compelling subject lines and CTAs drive engagement. For instance, using urgency, curiosity, or personalization in subject lines can increase open rates and subsequently click rates.
Ensure that your subject lines are easily understandable, and brief, and provide a clear message. Be cautious and refrain from using words or phrases commonly associated with spam. Avoid using ”too good to be true” offers
ii. Conduct A/B testing based on CR and CTOR data insights
By analyzing CTR and CTOR data, conducting A/B tests on various elements like subject lines, CTAs, or content can refine strategies for higher engagement.
Experimenting with email subject lines, content layout, visual elements, and personalization will help you understand what works better when trying to increase click rates.
iii. Personalization strategies to enhance CTR and overall campaign success
Personalization, such as recommending products based on previous purchases or addressing subscribers by name, can significantly boost CTR and CTOR.
You may also segment your list based on location, spending history, age group, etc., so that you can run email campaigns with copies more targeted towards each segment, giving a personalized touch. This will help increase both open rates and click rates.
Final Thoughts
In conclusion, both Click Through Rate (CTR) and Email Click To Open Rate (CTOR) are important metrics in email marketing.
CTR reflects the overall engagement with links, while CTOR emphasizes the relevance of content to those who opened the email.
We recommend you focus on both to optimize your overall email marketing performance and get higher conversions.
Frequently Asked Questions
1. What is a good Click Through Rate (CTR) in email marketing?
A good CTR varies across industries but generally falls between 2% to 5%. However, it’s essential to benchmark against your industry average and continuously strive for improvement through A/B testing and optimization.
2. How can I improve Click To Open Rate (CTOR) in my email campaigns?
To improve CTOR, focus on crafting highly relevant and engaging content. Ensure personalization, segment your audience, and test different content formats to resonate better with your subscribers.
3. How often should I monitor CTR and CTOR?
Regular monitoring is crucial to track the performance of your email campaigns. It’s advisable to review these metrics after each campaign deployment and use them for continuous improvement.
4. Can I have a high CTR and low CTOR (or vice versa)?
Yes, it’s possible. A high CTR with a low CTOR might indicate that your email’s content is compelling enough to prompt clicks but might not be entirely relevant to those who opened the email. Balancing both metrics is essential for a well-optimized campaign.
5. What are some reliable tools to help track CTR?
You may use email marketing tools such as Mail Mint, MailChimp, ActiveCampaign, etc, that usually track open rates and click through rates.
