Click rate vs click to open rate

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Two part question: #1 - I always thought CTR was clicks to email received and CTOR was click to emails opened. It looks like in the Emma system's CTR calc is clicks to opens. I do find that calc more useful anyways, but would it be possible to have both listed in the metrics dashboard/report? It hasn't been too much of a problem until recently when I tried to do a comparison of our response metrics to industry standard. #2 - Does Emma have a listing of average email response metrics based on industry for Emma clients? I see several other ESPs have such a listing, but I'd prefer to use Emma's if available such that the comparisons are using the same calc. Thanks.
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JHU CTY

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Posted 1 year ago

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Grey Stepp, Support Team Manager

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Hey there, 

1. It is correct that the click percentage listed on the overview is "clicks to opens".  There is not currently a way to customize that view, but I will send your request on to our dev team.  If you need to manually calculate that percentage, you would use the formula:

( # Delivered  x  100 )  /  # Opens


2. We don't have our own "per industry" metrics that we publish.  We normally will point folks to THIS SITE to find their industry specific metrics.  

Let me know if you have any additional questions!  

-Grey