IBM Watson Says "Switch from CTR to CTOR"

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We've been publishing insights from IBM Watson on what makes digital marketing more effective--from a qualitative standpoint. This week we focus on the first insight from their 2018 Digital Marketing Benchmark Report. 

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Consider switching from Click Thru Rate to Click To Open Rate.

While the CTR is more revealing than a simple open rate, the CTOR, or “effective rate”, can shed light additional light onto output goals. Instead of simply measuring the CTR as a percentage of messages delivered, it measures CTR as a percentage of messages opened. This can drastically change your understanding of your audience, and a quick analysis can provide major insight into which CTAs are really the most effective at achieving your ultimate event attendance and engagement goals.