In the last issue of The Blueprint Newsletter, I did a deep dive into my emails from 2023.

I've sent a daily email for ~747 days in a row and have learned a lot.

Since open rates are inconsistent and unreliable, a better metric for tracking your email effectiveness is the click-through rate (or CTR).

But a lot of email senders, including ConvertKit, track the # of clicks divided by the # of people that received the email.

CTR = # clicks / # delivered

This is no good because it puts too much pressure on the subject line.

If your subject line stinks, your email won't get opened, ultimately hurting your CTR stats.

Wanna know what's better?

Click To Open Rate (or CTOR).

This is the amount of clicks you get based on the number of opens.

CTOR = # clicks / # opened

This is a better metric because it takes into account the effectiveness of your subject line.

A good subject line will get a lot of opens...

But a good call to action will get a lot of clicks.

And I want both.

Unsurprisingly, my top CTOR emails of the year were when I gave away a PDF.

The best one was my 202 Story Ideas, which saw a 41.0% open rate (pretty solid) and a 12.20% CTOR (astonishingly high).

• 5,562 got the email
• 2,280 opened it
• 278 clicked on the link to get the PDF
• 278/2,280 = 12.20% CTOR

Pretty cool, right?

So, if you want to increase your email effectiveness, throw in a PDF resource that your audience craves and watch your CTORs soar.

You got this,

~ Cody "Email Stats Nerd" Burch

P.S. Need more help?

1. If you need more people to email, join this $20 Bootcamp to get my system for growing your list automatically
2. If you want to geek out about the behind-the-scenes of my business, join The Blueprint to peek behind the curtain

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