An Email Marketing Campaign’s Click-through Rate Soars
GREENCREST created a series of 24 emails over the three-month period, each with a specific message and call to action. GREENCREST measured the click-to-open rate (CTOR) for each email and for the campaign as a whole. The click-to-open metric measures the overall effectiveness of the content, and is calculated by the number of unique clicks divided by the number of unique opens. A high-performing email marketing message or campaign will achieve a CTOR of about 20%.
The Q4 2020 Air Technologies® email campaign was a huge success, performing almost 300% above the benchmark for a successful campaign, based on CTOR. The average CTOR for the 24-email campaign was 47%. The top three emails each had a CTOR above 55%, with the highest performing email achieving a 57.17% CTOR.