Which is more important as a KPI or metrics of campaign quality: CTR (click through rate) or CTOR (click to open rate)?

Hi Hany,

Let’s say you send out two different emails, Email A and Email B. You send each to 100 recipients. Now, because you practice awesome list hygiene, you’ve already removed all of the emails that have hard bounced and unsubscribed from your contact lists, and by some stroke of magic there were no soft bounces, all 200 emails (100 A and 100 B) were delivered. Go you!

How did Email A do? Of the 100, only 10 people opened the email, and only 5 people clicked.

How about Email B? Of the 100, 50 people opened the email, and 10 people clicked.

The difference in CTR and CTOR might seem slight, but it’s important.

• If you’re looking at CTR, Email A has a CTR of 5 percent, but Email B has a CTR of 10 percent. So does that mean that Email B was more successful? Not necessarily.
• If we look at the CTOR of each, we find that Email A’s CTOR is 50 percent (5 clicks divided by 10 opens), and Email B has a CTOR of only 20 percent (10 clicks divided by 50 opens).

Essentially, the CTR takes into account all of the in-box actions. By contrast, the CTOR only includes the actions of those who have opened the email. Thus it isn’t skewed by reactions to timing, subject lines, “from” fields, etc. In short, it only measures the performance of the content of the email.

In a world where content is king, that’s definitely a metric worth looking at.

Hope this helps :)

CTR is a more important metric

CTR is important but still it depends. in some cases CTR is good but converions are not good and in some cases CTR is low but good sales.

CTR is the more important of a campaign quality

CTR(click through  rate) is one of the most important metric of campaign quality. CTR is the no of clicks divided by impressions ie. click/impressions. A good CTR is a sign that users find your ad relevant.

dipends on the product but i believe in CTR since the product should be transparent of its value to consumers and changing of rate can sometimes a big hassle as far as consumer or market budget is concern..

CTR (click through rate is more important)

Both are. because CTR releavent to Dispaly or search network campaigns .

But CTOR is Email marketing... when we talk about camapign both are important ...

CTR is the more important of a campaign quality because whenever a customer visit your page or site the main or relevent page shows your actual purpose of your business or product.

CTR - because it shows the actual results about the content whether the content was of what quality to engage the audience.

Both are Important to whichever deliverable you need by the campaign itself, if its brand awerness CTR is a key Indicator of that and CTOR is not that relevent to this campaign, and the contrary applys in case you are selling a brand or and offer CTOR is more relevent to you because u can measure the sales rate compared to your CTOR