Are you bored to tears with click-through rates (CTR) as your email campaign performance metric? Is it time to find something better, or different? Consider the click-to-open rate as an alternate metric, as it yields a greater, more noteworthy measurement for email campaign performance. (CTOR) is simply the combination of email opens and click-through rates. CTRs and email opens are common email marketing benchmarks that provide quick and reasonably accurate snapshots of an email campaign's performance. Both are easy to use, however, limit the amount of information you can track. For example, the click-through rate is normally a metric that measures email relevance , such as content, links, and images. It compares the number of unique clicks to the number of emails delivered. However, CTR does not measure the percentage of opens, which is calculated as the percentage of unique email messages opened in a delivered email campaign. Neither metric measures the success or failur