What is the difference between CTR and CTOR?
Two of the key metrics that are commonly used to measure the performance of an email marketing campaign are click through rate (CTR) and click through rate (CTOR). While they may look similar, each offers valuable insight into subscriber behavior and can help you optimize your marketing strategies.
CTR, or click-through rate, is a metric that tells you the proportion of recipients who clicked on one or more links within your email, out of the total number of emails actually delivered. The formula for calculating CTR is quite simple: divide the number of clicks by the number of emails delivered and multiply by 100 to get a percentage.
The CTR is an important indicator to evaluate the level of interaction and commitment of your subscribers with your emails. A high click-through rate generally indicates that your posts are relevant and engaging to your audience. On the other hand, a low CTR may indicate that your emails are not capturing the attention of your subscribers or that the content is not interesting to them.
CTOR, or click-through rate on unique views. This metric goes a step further and focuses on the number of clicks made by recipients relative to unique views of the email. In other words, CTOR shows you what percentage of the people who actually viewed your email interacted with it by clicking on the links.
To calculate CTOR, divide the number of clicks by unique views and then multiply by 100 to get a percentage. Unlike CTR, which is based on the total number of emails delivered, CTOR is based on unique views, which means that each recipient's view of an email is only considered once.
The CTOR is a useful metric to evaluate, for example, the calls to action (CTA) used and how interesting the content within the email is for your subscribers. If you see a high CTOR, it's a positive sign that your CTA is engaging and persuasive, and your subscribers are motivated to click. On the other hand, a low CTOR may indicate that your CTAs are not generating enough interest or that the content is not compelling enough.
In the Results panel, the Unique Clicks column corresponds to the CTOR
ENV (Sent): total number of emails sent
REB (Bounces): total bounced emails
EFE (Effective): total number of emails received by recipients
REM (Removed): total contacts that unsubscribed
VIEWS U (Unique Views): measures the total views over the total delivered (OR - Open Rate)
CLICK U (Unique Clicks): measures clicks between unique views (CTOR)
LEAD (Lead): measures those contacts that enter the web through a newsletter and show purchase intention by clicking on "add to cart"
ADQ (Acquisitions): measures those contacts that enter the web through a newsletter and complete a purchase
We recommend: How to improve the click through rate (CTRO) in your campaigns
Check out our Results Dashboard Guide for more details on shipping statistics.
Difference between CTR and CTOR.
CTR, or click-through rate, is a metric that tells you the proportion of recipients who clicked on one or more links within your email, out of the total number of emails actually delivered. The formula for calculating CTR is quite simple: divide the number of clicks by the number of emails delivered and multiply by 100 to get a percentage.
The CTR is an important indicator to evaluate the level of interaction and commitment of your subscribers with your emails. A high click-through rate generally indicates that your posts are relevant and engaging to your audience. On the other hand, a low CTR may indicate that your emails are not capturing the attention of your subscribers or that the content is not interesting to them.
CTOR, or click-through rate on unique views. This metric goes a step further and focuses on the number of clicks made by recipients relative to unique views of the email. In other words, CTOR shows you what percentage of the people who actually viewed your email interacted with it by clicking on the links.
To calculate CTOR, divide the number of clicks by unique views and then multiply by 100 to get a percentage. Unlike CTR, which is based on the total number of emails delivered, CTOR is based on unique views, which means that each recipient's view of an email is only considered once.
The CTOR is a useful metric to evaluate, for example, the calls to action (CTA) used and how interesting the content within the email is for your subscribers. If you see a high CTOR, it's a positive sign that your CTA is engaging and persuasive, and your subscribers are motivated to click. On the other hand, a low CTOR may indicate that your CTAs are not generating enough interest or that the content is not compelling enough.
How to see the CTOR on the Icomm platform
In the Results panel, the Unique Clicks column corresponds to the CTOR
ENV (Sent): total number of emails sent
REB (Bounces): total bounced emails
EFE (Effective): total number of emails received by recipients
REM (Removed): total contacts that unsubscribed
VIEWS U (Unique Views): measures the total views over the total delivered (OR - Open Rate)
CLICK U (Unique Clicks): measures clicks between unique views (CTOR)
LEAD (Lead): measures those contacts that enter the web through a newsletter and show purchase intention by clicking on "add to cart"
ADQ (Acquisitions): measures those contacts that enter the web through a newsletter and complete a purchase
We recommend: How to improve the click through rate (CTRO) in your campaigns
Check out our Results Dashboard Guide for more details on shipping statistics.
Updated on: 07/28/2023
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