Studying the click to open rate (CTOR) provides valuable insights into your audience's preferences. For instance, in the following report, the click to open rate is 67.7%. This means that 67.7% of those who opened the email also clicked on the content within it. To display these addresses, select the option in the left corner.

Many businesses find that a majority of their subscribers open their emails on a mobile device. Therefore, to achieve a high click to open rate, design your emails in a mobile-friendly manner. Use short modules, clickable images, and a mobile responsive template. View the popularity of the links in the click section.

By comparing the total number of clicks with unique clicks, learn how often your subscribers are clicking the same links multiple times. The table below shows which links received the most clicks.

In the link chapter of the report, view where in the email the click activity occurs. Studying the click percentage helps you understand the activity in relation to link placement.

For example, if the click activity is significantly lower towards the bottom of the email, it might indicate that your email is too lengthy. If a link has not been clicked at all, the percentage will show zero.

When a URL link is placed multiple times in a newsletter, such as a call to action button, the total percentage of clicks will be shown at the link where it is first featured. Even if the link received clicks at its other placements, the percentage there will show zero.

Consider whether your images are being clicked and where it would be better to place a call to action button for increased interaction.

Also, consider what kind of link text seems to invite subscribers to click for further reading.

To increase your click to open rate, ensure your content is easy to scan. If you have a lot to communicate, consider dividing it into a series of emails.

The email design should be mobile-friendly, with short modules, a responsive template, and all images and text should include a link inviting the reader to your website.

On a mobile device, it is easier to click an image than a small link text. Choose an image that enhances your message and make your links and call to action buttons more clickable.

Compose an inviting text and consider the placement of buttons and links. Where in the email would they get more clicks? Test the clickability of your content.

In the Project section of APSIS Pro, find Split test, sometimes referred to as A/B test. This is a smart tool to compare what content is more engaging.

Understanding your audience's preferences through click to open rate is key for successful email marketing. This includes designing mobile-friendly emails, understanding the difference between total and unique clicks, analysing link activity, and using key strategies to increase click to open rate.