When you’re analyzing your email metrics, as all good marketers ought to do, there’s a chance that you might discover your CTOR isn’t what it used to be. If that happens, don’t be sad, and don’t panic. OK, maybe a little.
In a recent blog post, I talked about how to assess your email marketing performance and mentioned click-to-open-rate (CTOR) as an important indicator for how successful your content is at engaging your audience.
Everyone wants awesome emails. Marketers want to send them, and subscribers want to get them. But what makes an email stand out from the crowd? Today, that answer is simple: personalization.
About five years ago, the Click-to-Open Rate (CTOR) was a hot topic, heralded as the best way to understand the effectiveness of email content, but the sizzle began to fizzle very quickly. With only Dynamic Content 1.0 being used, and some challenges with interpreting the meaning of CTOR results, attention to the metric cooled off within a year (though of course you can still easily check it in your ESP dashboard).
As email marketers, we’re always looking to do better. This is because when it comes to emails, it’s not just about opens or getting people to see your email. It’s also about making sure that the next step happens.
When tracking email marketing metrics, the open rate is indisputably one of the most important numbers to pay attention to.
