Nowadays, email is probably the best way in the hands of marketers today to get key data on their recipients (and learn from it). The problem is that we often stop at analyzing open and click rates to decide whether or not an email campaign is good or not. But the click to open rate (CTOR) gives us essential information about the health of your emails: what makes them click (or not) to your site.
How to define CTOR ?
The Click-To-Open-Rate is the metric that reveals the performance of your email content. To measure it, nothing could be simpler : we divide the number of unique clicks by the number of unique openings.
In figures, this could give : 2000 clicks/ 3500 openings x 100 = 57.14 %. Wow! If you get this stat, your content has super power over your recipients.
Unfortunately, the figures are not as good! In 2019, the CTOR was 10.9% compared to 13.6% in 2016. 9 out of 10 people don’t do anything about their emails. This indicates one thing: the content does not make recipients want to go further. In other words, your CTAs, visuals and banners don’t make them want to engage more on your site and the conversion, inevitably, moves away.
How do you make your CTOR’s look good again ?
First of all, stop comparing your CTOR by industry. The recipient never opens their mailbox thinking “I’m going to compare all the emails received from the travel’ industry,” and “what if I analyzed all the contents of the fashion senders”. No, with the exception of a real need for comparison, but it is very likely that your subscribers do not go through their mailboxes to make this type of action.
Then it’s time for action to give your content superpowers !
Individualize your content!
Let’s make it clear: your recipients know so far in advance what they will see in their emails that they…won’t open them anymore. Why ? Because there’s not that little spark at the moment of opening, that little excitement that makes a subscriber want to pick up THIS content at all costs.
So far, the contents are uniform and in mass, just like the marketing campaigns, however targeted they may be. We must be able to produce unique content for each recipient, without obviously impacting their budgets. The good news is that this is possible thanks to the aggregation of customer data, context (e.g. location, device) and behavior (e.g. browsing history).
Think engagement and conversion
We’re not just talking about design. Of course the visual is important, it is even a part not to be ignored if it is dynamically personalized. In other words, create emotion in your visuals by creating content on the fly based on key data: first name, location, temperature, weather, etc., not just because it’s pretty.
On the conversion side, capitalize on behavioral data to create content that triggers the purchase. We think of products and categories recently seen while browsing, abandoned shopping carts, etc. Coupled with contextual data, we are almost certain to match the intentions of your subscribers.
As we have seen, CTOR is a metric that is still ignored by marketers despite its importance in defining the effectiveness of your email content. It is a perfect health indicator to define your marketing: boring or unexpected?