The metric you may not have heard of is click to open rate (CTOR) which essentially measures the effectiveness of the content of your email. It is calculated by the number of unique clicks divided by the number of unique opens.
Using our ongoing example 100 clicks / 180 opens (multiplied by 100 for a percent) = 55%. As with all other email metrics, this can fluctuate based on how awesome your content is. A good CTOR will vary between 20 – 30%.
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