Email marketing terms

Stay current and expand your digital marketing knowledge with our list of common email marketing terms.

Click-to-open rate (CTOR)

A click-to-open rate (CTOR) is the percentage of recipients who open a marketing email and click on a link within the email. It’s derived through the following formula: 

(# of email opens ÷ # of email clicks) x 100 = %

It helps companies better understand how pertinent their marketing emails are to their audience, allowing them to analyze user behavior and experience. Each industry has a unique CTOR, and companies can benefit by setting their own benchmark.

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