Email marketing terms

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Click to Open Rate (CTOR) is a measure of how many subscribers receive an email, open an email and then click on a link. Tracking an email’s CTOR is one way to track the effectiveness of a deployment. If a single email is part of a larger campaign, the CTOR throughout the campaign can help identify which deployments are the most effective to the readership. This calculation is the total number of clicks divided by unique opens. That outcome should be multiplied by 100 to show it as a percentage.

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