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CTOR (Click through Open Rate)
from Email Marketing
Metrics type
Units of measure
Percent / Ratio
More - better
Check frequency
It's the percentage of people who opened your email who then clicked a link within that email.
Why it is important
A higher CTOR suggests compelling content that motivates further interaction. Monitoring this metric helps marketers optimize both open and click-through rates, ensuring a seamless user journey and enhancing the overall impact of email campaigns on user engagement and conversion.
(Clicked / Opened) * 100
Calculation example
Given you had 50 clicks and 500 opens, the CTOR would be (50 / 500) * 100 = 10%
Affected metrics
Affecting metrics
Connecting metrics
Email List Health Score

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Suggested slices for dashboards
by Email Content Type
by Time Since Email Delivery
by Target Audience
by Email List Segment
by Call to Action (CTA) Clarity
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the CTOR metric vary between different types of email campaigns (e.g., promotional, informational)?
2. What impact does the length and complexity of email content have on the CTOR metric?
3. How can A/B testing be utilized to optimize the CTOR and improve overall campaign performance?
4. Are there specific segments of the audience that consistently show higher CTOR values?
5. How does the CTOR metric align with the overall goals and objectives of the email marketing strategy?
6. What role does the clarity of calls-to-action play in influencing the CTOR metric?
7. Can the CTOR metric be used to assess the alignment between email content and recipient expectations?
Possible causes of worsening
Poor Email Design and Content
Unappealing design or irrelevant content may discourage recipients from clicking on links, reducing the click-through rate.

Misleading Subject Lines
If subject lines promise something that the email content doesn't deliver, recipients may be less likely to click through, affecting CTOR negatively.

Explore more causes in full version of JetMetrics Lite
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
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