Glossary
Click on a letter below for glossary terms
As markets change, terminology changes, too. The MidMarketer world is filled with expressions and acronyms packed with opportunity…and sometimes confusion. When you need to understand “what they’re talking about,” check out the MidMarketer glossary. You’ll not only get the definition, but a MidMarketer editorial aiming you in the right direction, or at least giving you our opinion on the subject.
Click-to-Open Rate (CTOR)
The click-to-open rate expresses the measure of click-through rates as a percentage of messages opened, instead of messages delivered. A CTOR is obtained by dividing the number of unique click-throughs by the number of unique emails opened. For Example, if 2580 recipients opened your email message, and 76 clicked on a link, then the CTOR would be 2.9%: (76/2580)x100
By taking out the unopened messages from the calculation, we can get a better overall view of the effectiveness of the email campaign. Who cares about the unopened messages? If a recipient didn't open the message, then of course they couldn't click on a link. Again as in CTR...If folks aren't clicking on your links, then you might want to check the following: Is the value proposition strong enough? Is the proposition aimed at the right audience (check your segmentation). Is the call to action strong enough? Was the timing of the offer good?
